Lead nurturing refers to developing relationships with prospects to move them through the buying lifecycle
Lead nurturing is a key component of B2B marketing and inbound marketing, and it is a crucial part of moving people through the buying cycle stages from Early to Mid to Late by educating leads until they’re ready and keen to speak to sales. Marketing automation is a key part of lead nurturing. This is an automated qualification process based on a combination of attributes of the lead (demographic data) and their level of engagement with you (behavioural data) in order to ensure that they fit within your target audience and that they are interested in what you have to offer.
Lead nurturing is a complex process, but one which can dramatically improve the lead qualification process. At Digital Rhinos, our process is:
Mapping out the lead nurture streams based on the buyer persona and the buying cycle stages.
Developing emails and landing pages for each new resource.
Setting up demographic and behavioural scoring based on your business objectives.
Monitoring, evaluating and improving – determining what content is working well and what isn’t? We continually focus on the worst performing content in order to keep improving and optimizing the entire lead nurturing process.