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Posted by Andre Pino on February 1, 2011
For years, tech marketers have been maniacally focused on generating new leads to feed the pipeline needs of their sales counterparts. Unfortunately, only a very small percentage of those new leads, like 5%, were ready to engage with sales, leading to much frustration and angst between marketing and sales.
So what happened to the 95% of those leads that weren’t sales ready? Usually, not much! An email or two every so often does not constitute a lead nurturing program that will deliver results. However, it appears that the wind of change is upon us in tech marketing. In a recent marketing investments survey that we conducted, we found that tech marketers are increasing their budget allocation for lead nurturing by 11%, and that is significant.
So how do you start to build a lead nurturing program that will deliver results? Here are three elements:
Definition: First, we need a definition for lead nurturing. I like this simple definition: Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads. Meaning that they are ready and worthy of a salesperson’s time. Of course, it is critical that you jointly establish the definition of a sales-ready lead with the sales team.
Objective: Our objective is to lead our prospects on an educational journey that moves them down the qualification path and results in a prospect that is highly qualified and ready to enter the sales process.
Approach: Developing a lead nurturing strategy does not need to be a daunting task. A simple approach is best, one that is focused and meaningful to your buyers.
The process of building an effective lead nurturing program is not as overwhelming as it seems. It just requires giving careful thought and consideration to the elements above.
How is your lead nurturing program working? What have you found to be effective in nurturing leads?