With a focus on closing deals this quarter, nurturing doesn’t always receive the attention that it deserves. However, for a healthy pipeline it is critical that you continually engage prospects in meaningful ways. Proof points:
• Forrester Research found that companies excelling at lead nurturing generate 50% more sales-ready leads, at a 33% lower cost.
• Nurtured leads make purchases that are 47% larger than those of non-nurtured leads, according to the Annuitas Group.
Often-times companies default to sending mass e-mails to all prospects. This is not enough. You will have greater success, by sharing content that is customized by segment and stage of your customer’s journey. In addition to email this should be distributed via targeted media as well as at your web properties.
This may sound like a daunting exercise but it doesn’t have to be. Refined Path will help you get started launching the right level of personalization based on your business. We are proponents of starting small and scaling as appropriate.