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Generating lots of leads through inbound (and outbound) marketing is brilliant, but of those qualified leads, 50% still aren’t ready to buy — and that’s where lead nurturing comes in.
Lead nurturing is the method used to develop relationships with prospects at every stage of the sales funnel, using carefully placed marketing communications to interact and monitor behaviours, and place prospects into a scoring system.
That means effectively monitoring the prospects within your sales funnel and listening to what they need, working seamlessly alongside your marketing automation strategy and buyer personas.
To put it simply, it all comes down to making sure you’re not losing a prospect in the noise of a sales funnel.
Where to begin
In order to set out an effective lead nurturing strategy, it’s worth starting with a content audit. That way, you can update all your content to make it more relevant, and streamline your buyer personas in the process.
Look at your sales funnel and the journey that your prospects go through according to their buyer persona and see what new, exciting content you can create to catch their eye and engage with them.
Ensure you’re on top of industry-related news and tips that you can pass on to your prospect in order to help them — remember, nurtured leads buy more because they know more.
Lay out touchpoints and opportunities to score your prospect. This could be sending a blog post and seeing if they open it, followed up by a relevant lead magnet that they can download, and also increasing your social media presence. By monitoring behaviours, you can see what your prospect needs and tailor it to them.
Marketing automation and HubSpot
Monitoring and tailoring communications is made so much simpler through the use marketing automation. Use HubSpot to create workflows and send out content according to how the prospect is scored, and get notified when they download anything or interact across any of your social channels.
With HubSpot, you can personalise just about anything to fit your goals and strategies.
Make the most of their handy tools such as triggers, reporting and analytics so you can see what is working and see what you can do to maximise your engagement and therefore your ROI. An example is using retargeting methods so that your prospect sees your advert when they’re browsing online.
Next steps
Companies that excel at lead nurturing generate 50% more sales at a 33% lower cost so it’s worth putting in a little more time building your strategy as it will pay dividends in the long run.
You don’t have to do it alone though, we are here to help!
With the help of HubSpot, we are experts in lead nurturing. We can help you to ignite your sales funnel and wake up any prospects you have snoozing in your pipeline.
We can help you with your overall inbound strategy, which in turn will streamline your sales pipeline and make it easier to nurture your leads, as a result increasing the ROI for each of your qualified leads.
Why not download our eBook: How to convert manage leads to get you started.
Or if you fancy a chat, click here to get in touch and we’ll be more than happy to help!
