Lead nurturing is a fundamental step in business-to-business lead generation. When you have well defined target audiences, you're essentially able to send the same message over and over again as new prospects enter your sales funnel. You'll have to spend a little extra time building your nurturing campaigns on the front end, but will save countless hours once your nurturing system is up and running. Here's a few benefits of B2B lead nurturing.
Enhanced Prospect Targeting
Targeting the right prospects with the right messages is essential when nurturing those prospects through the sales cycle. Thankfully, this is an area in which automated lead nurturing shines. Using advanced algorithms and quality scoring techniques, it can help sales teams target the best prospects. Automated lead nurturing systems can pinpoint which prospects are most likely to buy your prospects and services, and using this information you can follow up with a sales correspondence.
Shorter Sales Cycle
Of course, automated lead nurturing can also help you to shorten your sales cycle. This is due largely to the fact that it helps with prospect engagement over time. If a sales team knows which prospects are viewing certain types of content throughout their lifecycle, they are essentially educating themselves on your product or service; thus, resulting in a shorter sales cycle and less sales resources invovled in qualifying a prospect. This alone is reason enough for B2B companies to consider an automated lead nurturing system.
Improved Customer Satisfaction
Maintaining a high level of customer satisfaction is paramount in B2B sales. Just one bad experience can influence the decisions of other prospects, resulting in fewer sales. Automated lead nurturing, however, can improve customer satisfaction. If a customer requests more information about your products or services, or otherwise shows interest in your company's products or services, the system can notify you. As such, you can follow up with the prospect in a timely manner to keep him or her satisfied.
Positive Return on Investment
Investing in automated lead nurturing system typically yields a positive return on your initial investment. According to a study conducted by Gleanster, 70% of companies surveyed reported a positive return on their lead nurturing investment after just one year. So, even if requires some initial financial investment, it will likely be returned in as little as one year.
As you can see, there are several benefits associated with automated lead nurturing, including better prospect targeting; shorter sales cycle; improved customer satisfaction; and a positive return on investment.
With that said, no “effective” automated lead nurturing system is 100% hands-off. You'll still need to perform some tasks manually, such as conducting actual follow-up calls. If you integrate these manual tasks with an automated system, however, it can prove beneficial for the reasons mentioned above.