Lead nurture can triple the return on most marketing campaigns. By nurturing leads until they’re ready to turn over to sales, an organization can eliminate wasted marketing spend and increase sales results.
Successful lead generation—inbound and outbound—requires nurturing. But it’s often the most underutilized marketing activity at a marketer’s disposal. Making additional contact using the right cadence (multiple touches and multiple media including phone, voicemail and email across multiple cycles) is worth the time and money it takes.
The numbers speak for themselves
Generally speaking, nurturing programs increase the lead rate significantly:
Standard B2B lead-generation programs produce an average 5% lead rate.
Advanced lead-generation programs (those that encompass nurturing) produce a lead rate 3X higher, or an average of 15%.
What types of prospects need to be nurtured?
There are three types of prospects to nurture:
Pipeline. There’s value in continued contact with