In the nature versus nurture discussion around human development, it’s greatly debated whether innate qualities have more of a long-term impact than personal experiences. When it comes to sales and marketing, there’s a fair chance that your target audience wasn’t born with a desire to purchase your solution, product or service. Fortunately for you, through a strategically sound, thoroughly planned lead nurture program, you have the ability to use marketing experiences to influence the buying decisions and revenue potential of your clients and prospects.
Let’s face it, in most cases the marketing lead you collected today isn’t ready to buy today. If this really was the case, our jobs as marketers would be much easier. But as marketers, we have the ability to leverage our own captive, qualified audience to increase our close ratios, shorten our sales cycles and generate additional revenue.
You know your target audience and the timing of your sales cycle. You may also have a wealth of white papers, case studies and other content offers. And, finally, you may find yourself in one of the following groups…
“A recent research study, Lead Nurturing: The Secret to Successful Lead Generation, conducted by Aberdeen Group finds that 56% of survey respondents lack a formal lead nurturing program to support and nurture long-term opportunities.” – Marketwire
“Although more than 80% of high-tech marketers say they have a lead-nurturing strategy, 64% say their strategy needs improvement, according to a February 2008 survey by TeleNet Marketing Solutions.” – MarketingProfs
So, what’s next? How do you utilize what you already know and have in place to successfully build the consummate lead nurture program? Or how do you improve upon your current lead nurture strategy? Through a forthcoming series of posts here on our blog, Internet Marketing Strategies and Secrets, I’ll aim to answer those questions. I’ll also walk you through five simple yet powerful steps we’ve found to be the foundation for a successful lead nurture program. Stay tuned!
For more lead nurture tips, check out our white paper, “Unlocking Future Revenue Potential through Five Powerful Lead Nurture Steps”