Nurtured prospects buy more, require less discounting and have shorter sales cycles than prospects that have not been nurtured, according to Marketo, the fastest-growing provider of Revenue Performance Management (RPM) technology. Despite many companies generating good quality leads, most new leads are not yet ready to engage, and risk getting lost, ignored or snatched up by competitors.
Lead nurturing techniques not only build relationships with qualified prospects – regardless of their time frame to buy – but according to a Marketo study reported in DemandGen Report, nurtured leads also produce a 20% increase in sales opportunities versus non-nurtured leads.
The same study also found companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost per head. In today’s purchasing process, on average only in the last third of the buying process do buyers want to engage with sales reps. This fundamentally changes the role of marketing.
Rather than simply generating leads and moving on, today’s marketers must synchronise their marketing throughout the buying process, providing potential buyers with high quality content that is contextually relevant, and have the insight and expertise to execute lead nurturing campaigns, and lead scoring techniques.