Lead Nurturing: The What, Why and How

Lead nurturing refers to developing relationships with your customer base, at all stages of the sales funnel. It is your hand held out, ready to assist, at any time that your lead or potential buyer requires help or more information. It is done through conscious communications and marketing efforts that speak to leads at different stages of the sales process. You provide answers when needed verbally or in the form of content as well as open venues for conversation. According to Marketo, a provider of automated marketing services, 50% of leads are not yet ready to buy. Add to that, a study by Marketing Sherpa found that around 80% of new leads don’t convert to sales. What can make a huge difference? Lead nurturing.