How often do we hear about these two terms, ‘Lead Generation’ & ‘Lead Nurturing’ when we talk about marketing and business development. Lead generation & Lead nurturing are the two most critical parts of a strong marketing strategy for any organization to survive and succeed in the competitive market regardless of the industry or the products and services being offered.
Although generating qualified leads is a critical part of marketing, it’s not the entire story. Lead generation as well as nurturing both are critical functions to help segment your sales pipeline and more effectively engage with sales leads. Lead generation followed by lead nurturing is one of the best methods of actually promoting your business in order to achieve more sales. Sharing your content online as well as offline with interested people, and then following up with those leads, should, in theory, boost your organization’s sales.
Let’s discuss the reason behind why these two elements matter so much in when it comes to marketing & business growth.
One of the main things where B2B Marketers struggle is with Lead Generation. If I’d ask a marketer or a sales representative, what does he need primarily, the answer would be Leads – Ample of Leads. If you’re a B2B marketer, one thing’s for sure – you’ve struggled with lead generation many times. The changing, challenging and competitive B2B landscape is making it extremely difficult to generate valuable leads. I personally believe the lead generation is important because it’s what keeps companies running.
Lead generation is the process of generating attraction & excitement around specific products and services in order to bring potential new customers into the sales pipeline which is usually done through inbound & outbound marketing. The buying process has changed, and marketers need to find new ways to reach buyers and get heard through the noise. Without leads, a sales team cannot be successful. Therefore, generating good leads is just as important as refining your pitch or closing well.
The vast majorities of salespeople are losing the will and hope to work in the atmosphere when they think they’ve reached the limit of companies and people to sell their products to. Lead generation is important especially because it enables your business to generate more leads for your sales team who then focus to generate more sales and higher conversion rates.
Companies that use lead generation are always a step ahead of their competition. Lead generation is a very cost-effective solution because it enables both the marketing and sales team to work side by side and close any communication gaps that might be a problem. With the continuous advancement in technology, we now have many lead generation options available. In the last 5-10 years advances in technology have made it extremely easy to target and acquire ideal leads right from offline to online methods.
Often markers focus on generating new leads for their business, chasing down new prospects and closing the sale. But the possibility that customers will buy the first time they meet your company is rare, very rare. Your prospects need some guidance and education through the sales funnel before doing business with you. Your prospects need to trust that you know what you’re talking about. It is the process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey. Therefore Lead Nurturing.
Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey. It focuses on marketing and communication efforts on listening to the needs of prospects and providing the information and answers they need.
Did you know that more than 65% of marketing leads never convert into sales? Lack of lead nurturing is the common cause of this poor performance
According to Marketo –
Lead Nurturing effectively helps to identify a vague and a precise lead for your business. Sometimes a prospect just casually shows interest in your product or service and later when pitched by the sales team, he denies, thus wasting the time of sales team. In lead nurturing it is possible to differentiate between a true and vague lead as you get to know their responses at the same time. It describes how well a particular buyer matches the brand’s ideal prospect or usual buyer.
It helps you to identify the problems and issues a prospect has and the reason he wants to buy your product and services. This helps you to identify his needs and problems and reinvent your product or service according to his need and requirement which further leads to prospect’s complete satisfaction with your product and goodwill for your company in the society.
This can’t be denied that lead nurturing is meant to improve customer relationship and build company trust. It is an assurance to them that they are about to make the right choices. The more we are able to listen to our customers, the more we can create solutions to their specific needs – that’s why lead nurturing is important.
Apprise Marketing’s lead nurturing services help clients design and execute lead nurturing campaigns to meet their specific engagement goals, to continue to communicate with prospects to nurture and grow those relationships with the company over time.
Overall, lead generation and lead nurturing go hand in hand. With the new buyer, it is important to note that your marketing efforts don’t end once a new lead comes into your system. Always try to build relationships and trust-earning the lead’s business once the lead is finally ready to buy. Engage these leads through relevant content and make sure that you get your timing right because timing matters a lot in the customer acquisition process.
To gain a competitive advantage in today’s information-packed world, you need to have a deep understanding of your marketing strategies, customers and prospect’s taste and requirement.
Apprise Marketing Services -AMS specializes in outbound marketing services. Please get in touch with our team for a discussion regarding your current strategy and for helpful advice on how we can boost your business’ ROI through lead generation & nurturing tactics!
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