Inbound & Digital Marketing Blog

Inbound Marketing - Lead Nurturing

April 1, 2011, Kami Valdez

Inbound Lead Nurturing (CV201)

Would you like to generate 50% more sales-ready leads at 30% lower cost? Did I hear a resounding yes? Inbound lead nurturing makes this possible. Lead nurturing is all about building and maintaining relationships with qualified prospects regardless of where they’re at in the buying process. To retain early stage leads, it’s extremely important that you have a well-defined nurturing process laid out.

Who needs nurturing?

First, define your ideal customer profile. Isolate what type of buyer would be most interested in your product or service. To find your best prospects, make sure your target market is clearly defined. Consider how long the nurturing process will take before your prospects become sales-ready. Most prospects who visit your website are interested in checking out the products or services you offer before making a purchase decision. Your objective as a marketer is to transform them from leads into customers by keeping them engaged in relevant and personalized communication. 

Create a dialogue

When you’ve identified your prospects, it’s time to qualify them. When they land on your landing page, use your inquiry form to acquire basic yet valuable information about them. Refrain from using a form that asks too many questions – being bombarded with too many questions too early on in the buying process is a big turnoff for prospects. Set up an automated inquiry email response so prospects receive an immediate acknowledgment in their inbox. Subsequent email should be crafted in a way that conveys relevant and personalized dialogue. Its content should not only demonstrate your expertise, but should contain information prospects need in order to move forward in their buying process. Gauge closely where your leads are in the buying process and develop your email track around it. 

Cultivate relationships

Unlike email blasting, lead nurturing offers precise targeting. When leads fill out your inquiry form, they’re revealing specifics about their interest in your offerings. This is valuable data you can use to cater to their individualized needs in subsequent nurturing emails. Once leads express interest, develop your relationship further. Send them additional content that illustrates how your expertise can help solve their problems. If you cultivate leads during the early stages and intensify their interest with compelling content, they’re far more likely to become buying customers. 


Topics: Lead Generation, Inbound Marketing, Conversion