What is Lead Nurturing?
Lead Nurturing is defined as developing relationships with potential customers at every stage of the sales funnel, and throughout each step of the buying lifecycle. Marketing and communication efforts are tailored upon the needs of prospects and the information they need to further progress down the sales funnel.
Lead Nurturing begins at the point where the potential customer has become a lead by expressing interest in the company’s goods or services. The lead periodically receives messages about the company or brand, products and services, testimonials or ratings from other customers; and reminders. The campaign may include a blog, newsletters, white papers, eBooks or event follow-ups, such as a survey or reflection. At some point, lead nurturing may turn to a free trial offer and then details – including answering questions – about the terms of purchase and any financing or payment options. Near the end of buying lifecycle, the sales force may solicit an appointment or meeting to close the sale.