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Writer's pictureChantelle Fraser

Lead Nurturing – one of the most underrated activities in businesses today.


The Importance of Lead Nurtuing
The Importantce of Lead Nurturing


I wanted to take a few minutes of your time, to shed some light on why companies are investing into MarTech in 2024. 


What is MarTech? 

It is Marketing Technology and encompasses a wide range of software and digital tools used by marketers to plan, execute, and measure the success of marketing campaigns.


In 2024, companies are diving into Martech (Marketing Technology) like never before for a multitude of reasons. First off, it's about staying ahead in the digital game. Martech offers tools and platforms that streamline marketing efforts, from customer engagement to analytics. 

With the digital landscape evolving rapidly, businesses are grappling with the challenge of connecting with customers in meaningful ways across various channels. Martech steps in to solve this puzzle, offering solutions for personalization, automation, and data-driven decision-making. 


Moreover, customer expectations are soaring. They demand personalized experiences and seamless interactions. Martech helps companies meet these expectations by providing the means to understand customer behavior, tailor messaging, and deliver relevant content. 


Ultimately, it's about efficiency and effectiveness. Martech empowers companies to optimize their marketing efforts, maximize ROI, and drive growth in an increasingly competitive landscape. So, it's not just about solving a single problem—it's about tackling a multitude of challenges and seizing opportunities in the digital age. 


There's a plethora of case studies and research papers available that delve into the results companies have experienced using Martech for lead nurturing compared to those without a lead nurturing strategy.


The Reality


  • Your prospective buyers don't wake up in the morning with a goal to buy your product because they want to spend money.

  • Your prospective customers wake up and think about how they are going to solve their most pressing problems that are keeping them up at night.


Ongoing Results for Lead Nurturing

So, while we are all creating marketing messages and sharing promotions to generate leads right now, that will convert into sales revenue right now, the Best-in-Class companies have a Lead Nurturing Strategy that will keep focusing on generating revenue from the 84% of your leads that are not ready to buy right now.


Characteristics of Best-in-Class Companies


  • Allow and enable sales to send formerly qualified leads back to marketing for further nurturing.

  • Collaboratively work to define the definition of a qualified lead the buying cycle, and the sales cycle between the marketing and sales functions.



Take a look at the revenue you are leaving on the table

I put together a super short video to illustrate why Lead Nurturing is something you should really pay a lot more attention to.

Recommendations 


  • Develop a formal strategy and process around lead nurturing efforts.

  • Effective nurturing requires thought leadership not promotions and marketing messages. (Map available education content to the prospect buying cycle and incorporate it into lead nurturing communications)

  • Secure the right MarTech tools (In essence, Martech enables companies to adapt to the changing dynamics of the buyer's journey by delivering personalized, timely, and relevant experiences that resonate with prospects even before they speak to the sales team. This not only increases the likelihood of conversion but also fosters stronger relationships with customers in the long run. (You can't do this manually)


Closing out

Martech is an absolute game-changer for companies facing the reality of buyers completing a significant portion of their buying journey before engaging with the sales team. Here's how Martech can benefit such companies:


  • Data-driven Insights: Martech tools provide valuable insights into buyer behavior throughout the buying journey. By leveraging data analytics, companies can understand customer preferences, pain points, and purchasing patterns, enabling them to tailor their marketing efforts accordingly.

  • Personalization at Scale: With Martech, companies can create personalized experiences for prospects, even before they interact with the sales team. By segmenting their audience and delivering targeted content and offers, companies can engage buyers effectively at different stages of their journey.

  • Lead Nurturing Automation: Martech platforms offer robust lead nurturing capabilities, allowing companies to automate communication workflows based on prospect behavior. This ensures that leads receive timely and relevant information, guiding them through the buying process until they are ready to engage with sales.

  • Content Marketing Optimization: Martech tools help companies optimize their content marketing strategies by tracking content performance and identifying what resonates best with their audience. This enables companies to create and distribute content that educates and influences prospects during their pre-sales journey.

  • Sales Enablement: Martech empowers sales teams with valuable insights into prospect behavior and interests, equipping them to have more meaningful conversations when they do engage with buyers. Integration between marketing and sales platforms ensures a seamless transition of leads from marketing to sales, with all relevant information readily available.



In essence, Martech enables companies to adapt to the changing dynamics of the buyer's journey by delivering personalized, timely, and relevant experiences that resonate with prospects even before they speak to the sales team. This not only increases the likelihood of conversion but also fosters stronger relationships with customers in the long run.


MarTech makes it possible to do more with less. 


Always happy to help you in the right direction.

Chantelle

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