What is Lead Nurturing Part Two

Lead Nurturing: Setting Your Goals 

We have seen that lead nurturing makes it possible to set up a commercial mechanism. In fact, we add intermediate steps between the generation of leads and the sales concluded. One of the positive aspects of nurturing is that we will now be able to measure the results at each of these stages.  

Therefore, we will also be able to refine the objectives for both marketing and sales.  

But How Do You Set Goals When You Start? 

Without lead nurturing, we would have gone with the following equation:  

For example, the conversion rate of leads to customers is at 10%. So we need 10 leads to close a sale. Knowing that our business goals are 100 sales over the period, we will need 1000 leads».  

If we set up lead nurturing, we can enrich the equation with the intermediate objectives.  

We start again from sales objectives. Then we roll out the ball as follows: for 100 sales, how many leads qualified by sales? How many marketing leads? How many raw leads? In this way, we will be able to measure performance at each stage. This will help detect blocking points and improve the process accordingly.  

Define a Budget for Your Lead Nurturing Strategy  

We mentioned above the expected benefits of lead nurturing: improvement in conversion rates, better sales velocity, increase in sales, decrease in customer acquisition cost, etc.  

But you must also take into account the expenses related to the implementation of a lead nurturing strategy. 

What are the Budget items?  

Content marketing: to feed your nurturing scenarios, you will need content that not only addresses each of your personas but also covers the successive stages of their purchase cycle.  

A marketing automation solution: automation enables intelligent nurturing. You will be able to send the right messages at the right time based on the triggers you have defined.  

Working time to create flyer printing or supervising the content marketing strategy but also to develop the nurturing strategy and implement the scenarios. 

At each interaction, the lead profiles will be automatically updated, as well as the lead score. Finally, the transmission to the sales teams will also be automatic once the lead has reached the desired threshold.