We’re talking to a lot of people about the value of lead nurturing. It seems like 2011 is the year many companies have determined that generating all new leads to fuel the pipeline is not going to work on a sustained basis.
Nurturing the leads you have in your prospect database that have previously expressed some interest in your products or services. If you haven’t been evaluating how nurturing leads might work for your company, you should.
Why invest in lead nurturing? Three simple reasons:
It is cheaper
It is faster
It yields more sales ready leads
Lead nurturing is the process of building a consistent and relevant dialogue with target prospects regardless of their buying timeframe. By maintaining contact with prospects, you can maintain mind share and be there they are ready to buy.
Consider these typical buying timeframes from responders to a B2B lead generation campaign:
– 11% purchased within three months of inquiring
– 17% purchased within four to six months
– 25% purchased within seven to 12 months
– 47% bought in a year or more
Think how many opportunities would be lost if you gave up on a lead after just three months.
If you are looking for ways to stretch your budget and increase your results:
I recommend starting with your own database and an effective, consistent lead nurturing process and series of campaigns!
Susan Linman
Founder and President
Dunthorpe Marketing Group
http://www.dunthorpemarketing.com/
Friday, March 25, 2011
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