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How to Increase Your Conversion Rates with Lead Nurturing

The information you gain from these calls can help you gauge where your lead is in the sales funnel and how to approach them next. Once you have a lead’s phone number, call them directly and determine what they’re looking for from your company. Showcase your company’s expertise with well-researched, thoughtful content, and leads will be more likely to trust your brand. Deliver value by creating highly relevant blog posts or other types of content that help them achieve their goals.

Suppose your marketers are promoting custom-formulated shampoo, and your lead is looking for a new haircare solution. Lead nurturing is crucial for keeping your brand at the forefront of your prospective buyers’ minds while they’re in the exploration phase. Consider incorporating sales automation software to gain insight into your audience’s preferences so you can provide the level of personalization they expect.

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At the 90-day mark, use lead nurturing strategy the data to refine segments, adjust the score threshold, and remove workflows that aren’t helping leads move forward. If one of those moves in the wrong direction for two months, review the scoring table, content map, or handoff rules. Add a workflow for your second main audience only after the first one is working. Make one workflow change based on what you find.

• The first 90 days are for checking whether your lead nurturing strategy works end to end, then improving one weak point at a time.
• A B2B SaaS company with a 90-day sales cycle and 500 leads a month will see sales impact closer to six months.
• A lead nurturing strategy is a system that turns new contacts into buyers through email, content, and other channels on a set schedule.
• Form fills should create contact records, the welcome workflow should send, and your tracking script should log page visits.

Small groups make open and click rates harder to trust, so you won’t know whether a workflow change actually worked. Each active contact should fall into at least one audience group, like role or company type, and one behavior group, like pricing visit or inactivity. Segmenting means splitting contacts into groups based on who they are and what they’ve done, so each person enters the workflow that matches their current intent. Your first workflow takes two to four hours to build. For leads who just downloaded content or visited a high-intent page, send every three to five days. Workflows are the automated sequences that send your mapped content on a schedule.

The empty spots show what you need to create next. List every blog post, ebook, webinar, case study, and tool you already have, then tag each one with a reader and a stage. Mapping content means listing what you already have, then matching each piece to a journey stage and a persona.

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For example, a gated guide can generate a new lead. Lead nurturing helps the right contacts keep moving after they join your list. B2B lead generation fills the top of the funnel with new leads. The timeline depends on how quickly people buy from you. A/B test one thing at a time, whether that's subject line, send time, CTA copy, or content offer.

Your leads want information about your industry and your product or service. These campaigns are also ideal for reaching high-quality leads who are unaware of your brand. Running social media campaigns will land your business directly in your target customer’s social media feeds, ensuring your brand stays top of mind. You can also engage potential customers through social media posts and ads.

Step 2: Map Your Customer Journey

Engage your leads by sharing industry news and information about how your company can meet their needs. Once you have the information you need, you can create a campaign that will help move the lead further down the funnel. Lead nurturing is the key to a successful sales process, and utilizing CRM software is one of the easiest ways to streamline everything. The way you nurture leads will allow you to remind the shopper of your shampoo brand. But they could just as quickly continue browsing the web later on and forget your company exists. In that case, they may browse your website or sign up for a company newsletter.

How to create a lead nurturing strategy

Rework a workflow when the open rate stays below 15% or the CTR stays below 1.5% for two review cycles. Check engagement weekly, review conversions monthly, and review the full strategy quarterly. A steady improvement matters more than hitting every benchmark in month one. Use email marketing benchmarks as a starting point, but judge your workflows by trend. Set one meeting between marketing and sales to agree on the handoff rules. Lead scoring helps you decide when a contact is ready for sales.

Companies like Netflix and Spotify are thriving because they use algorithms to tailor each individual’s experience to their particular tastes and pain points. You want to show consumers that your product or service is high-quality and that you will always meet their needs—even after they convert into paying customers. You determine that the best method to re-engage these buyers is to send an email offering a 20-percent discount on their next purchase. A lead nurturing flow connects each piece of your campaign so the lead can seamlessly move through their customer journey. Instead, lead nurturing informs prospects about your brand’s solutions to their problems.