Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website.
Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Here are some of the significant findings from their research studies:
- Reduced the number of marketing-generated leads ignored by sales to as low as 25%
- Raised win rates on marketing-generated leads by 7% and reduced “no decisions” by 6%
- Helped 9% more sales reps make quota and shortened ramp up time of new ones by 10%
Still not convinced? Read my earlier post, “Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity.”
Lead nurturing is usually done by sending out helpful content to prospects and moves them from the top of the funnel (ToFU) to the bottom of the funnel (BoFU) where they are ready to make a purchase decision. Some refer to this as “drip marketing.”