Demand generation is the backbone of any successful marketing strategy. Yet, despite its importance, 61% of marketers have indicated that generating traffic and leads is their top challenge. Today’s current economic uncertainty may well exacerbate this problem; particularly as fewer companies appear willing to adequately invest in marketing.
It is not surprising to learn then that 80% of new leads never make a purchase of any kind and, on average, only 50% of qualified leads that companies have on record are ready to buy (Marketo). The good news is that these results can be improved upon through consistently always-on, thoughtful, and consistent nurturing practices.
Successful lead nurturing serves to provide relevant content to sales prospects. This is designed to encourage them to move forward from the brand awareness stage by answering questions that are holding them back from committing to make a purchase. Simply put, its goal is to drive conversions by motivating prospects to buy.
Moreover, while traditional lead nurturing has certainly proven effective over time, we believe an even more beneficial view is one of interacting to form strong, long-lasting bonds with prospective clients, even after they have made a purchase.
Why? Because, the stronger the trust, the more they’ll advocate for your brand and your products.