Lead Nurturing: Key To Maximizing Your ROI

Marketing organizations make significant investments in various lead generation strategies to acquire leads which are mere possibilities bearing no sale guarantee. Market research reports that more than 79% of the new prospects never convert into sales due to missing brand trust and lack of product understanding, creating a greater need for a strong lead nurturing program.

While demand generation focuses on capturing leads and stimulating the potential clients’ interest in the organization’s offerings, a successful lead nurturing campaign bridges the gap between a generated opportunity and a closed sale. A robust lead nurturing strategy focuses marketing and communication efforts on listening to the prospects’ needs and communicating practical solutions to their critical business challenges, establishing brand authority & expertise, and maintaining the connection until the possibilities are ready to make a purchase decision.

Improved Conversion Rates

According to Forrester Research, companies that implement a laser-focused lead nurturing strategy generate 50% more sales-ready leads at a cost, 33% less than the non-nurtured leads. The findings suggest an improved ROI when marketers focus on nurturing each lead via customised outreach.

Enhanced AOV (Average Order Value)

The Annuitas Group research on B2B marketing trends reveals that nurtured leads make purchases 47% larger than non-nurtured leads. With a conservative nurture strategy that incorporates relevant and targeted communication, marketing teams seamlessly enhance the organisation’s product value, assist the prospects in identifying the offerings’ ROI, and ways prospects’ teams can leverage the solutions to streamline daily business processes.

Reduced CAC (Customer Acquisition Cost) For Improved ROI

Significant improvement in lead quality and enhanced AOV drive marked reduction in CAC to cast more comprehensive business benefits. With improved business processes, lead nurturing assists businesses in client base expansion at zero additional costs. According to the Forrester research, the process has a proven track record of improving the CAC by 33%. In other words, for every three currently acquired clients, lead nurture could benefit the business with an additional client at no extra cost.

Create Client Loyalty

Retaining current and past clients is equally essential as new client acquisition for business expansion. Organisations struggle to consistently meet their targets if new clients quickly switch over to the competition. Lead nurturing helps sales teams close deals with an awareness that the newly acquired clients offer a high customer lifetime value. Nurtured leads translate into clients keen on maximising their new purchases, thus making the new clients loyal and highly valuable.

Establish Industry Leading Authority

Several businesses struggle to gain a standout market identity and position their brand offerings as market leaders. While lead nurturing may not be the sole solution, developing an informative and trustworthy relationship and guiding each prospect towards a solution-driven sale drastically enhances the buyers’ perception of a brand’s authority.

Summing Up

Every business aspires to top the client’s search list of specific products or services. A robust lead nurture strategy, combined with sales qualified lead generation services, is the key to prospects receiving an advanced experience, increasing word of mouth to encourage earned media, and positioning the brand as the obvious choice for the target audience. The more nurturing the leads receive, the better they nurture the business market, eventually contributing to growth and an improved ROI.