Lead Nurture
The process of cultivating the relationship between the business and potential customers in order to convert them into buyers

What is Lead Nurture

Lead Nurture is the process of interacting with and nurturing the relationship between the business and potential customers by providing them with appropriate content at each stage of their “journey” until they are converted into buyers.

Successful Lead Nurture anticipates customer needs based on their characteristics (title, role, industry, etc.) and the stage they are at, in the buying process. Nurturing, strengthens the business – potential customer relationship by providing informative content relevant to them. If implemented correctly, lead nurturing can enhance the so-called customer loyalty, i.e. customer’s trust and loyalty to the company long before a potential customer is ready to buy.

Why it is important

Lead nurturing is critical to the success of a business because it can directly influence a potential customer’s decision on whether or not to convert to a buyer-partner. This is achieved through a myriad of actions such as targeted content, interaction from multiple communication channels, multiple interactions and personalized messaging at the right time for that particular customer.

What's included

  • Customer education and information: Lead Nurturing aims to convert potential customers into customers by providing educational or related content with alternative solutions to potential customers’ problems.
  • Understanding the needs and desires of customers: The design of the content used for Lead Nurturing campaigns will be most effective if it is based on and meets the wants and needs of each customer and creates a sense of personal contact and responsiveness to their requirements.
  • Guiding the customer to make the right decision: Effective Lead Nurturing means educating, guiding a potential customer towards a specific product or service. The content should help them make a better decision by answering all their questions. It improves the potential customer’s buying experience by providing them with all the details they need to make an informed decision.
  • Cultivating trust in the company: If the content presented to customers is accurate, informative and provides real value to the reader, it will demonstrate that the company understands what its customers want. Through its content, the company has the opportunity to showcase its values, credibility, and expertise.
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As companies adopt Inbound Marketing strategies to attract more potential customers, the necessity of an effective Lead Nurturing strategy becomes very clear. In most cases, only a small percentage of prospects will be ready to make an immediate purchase or close a deal, leaving a large percentage of potential customers untapped. This is why Lead Nurturing can have a significant impact on the results of an Inbound Marketing strategy, customer engagement, customer retention, revenue and more. 

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