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In November 2008, Aberdeen published a study titled, "Lead Nurturing: The Secret to Successful Lead Generation." The survey captured the challenges and strategies from 213 organizations and found that on average, 16 percent of the total leads that are deemed "sales-ready opportunities" actually close. That's a fairly alarming number. The difference between a successful company and a mediocre company lies in how the remaining 84 percent of already qualified opportunities are handled.
'Good article Ian. It is good to remind folks that nurturing is not just for leads, but also for existing customers. It never stops. But we also need to remember we are not nurturing opportunities, we are nurturing people who have different needs and wants depending on where they are in a purchase cycle. Effective nurturing engages the person being nurtured so that their interactions drive the nurturing activities. Nurturing that consists of blasting out offer after offer without getting engagement misses the point!
-Kevin'
-Kevin'
Shifting traditional definitions of lead nurturing
Posted by: Kristin_Hambelton 2009-08-20 19:19:02 In reply to: Ian Michiels
Ian, this is a solid research-driven article that should help influence marketers to evolve traditional definitions of lead nurturing, and expected results. Clearly, the potential for new revenue growth is significant for companies that can expand their nurturing efforts across the entire lead life cycle, and expand the scope of “nurturing” to include existing customers. Developing a “Best in Class” lead nurturing skill set becomes infinitely more challenging for companies that have multiple product lines, and must adapt messaging to several regions and languages. Tack on top of that the inability to centrally capture and respond to conversations with customers and prospects that are taking place across channels - and marketers face an up-hill battle. By investing in the right marketing processes and technologies that are powered by automation and the ability to develop a rich, multidimensional marketing view of customers and prospects - marketers will be able to make measurable contributions to the sales pipeline.
