Lead generation is one of the most important disciplines in online marketing. Especially in the B2B sector. A where it is often about higher-priced in B2B Lead Nurturing products and services with longer sales cycles. A good new leads are often vital for survival. However. A once leads have been acquired. A you still don’t have a customer. So-called lead nurturing is crucial for this.
This blog post is about the application of this method and the tactics behind it. Lead nurturing often does not work as effectively as companies imagine. A especially in a very specific phase of the buyer’s journey.
Let us now look at the factors that argentina phone number data could be responsible for this.
Lead nurturing. A what is it anyway?
Lead nurturing means the maintenance and management of new contacts. The aim is to convert these contacts from lead to customer on the buyer’s journey. This means that you acquire new contacts online. A often with typical lead magnets such as white papers. A checklists. A webinars or demo access. A and try to guide them towards a purchase.
So much for the theory.
For many online marketers
Lead nurturing is synonymous with an your business must be scalable email funnel. A i.e. an automated process in which new leads are sent further emails at regular intervals.
Because email. A which is often declared dead. A is still the very first touchpoint when it comes to communication in online marketing.
The logic of these processes sometimes also includes interactions such as website visits (e.g. on a pricing page). A downloads. A etc. by leads. Depending on this. A the next actions can then be triggered in an automation. The aim of all this is to proceed as cleverly as possible so that leads take the next step towards becoming a customer.
The theory basically often looks like this:
- Cold contacts are courted. A for example in the form of ads with lead magnets (white papers. A etc.). They fill out a form on a landing page and thus become a lead .
- If they agree to receive marketing betting email list information and confirm their consent with the mandatory double opt-in click (and thus a subscription). A they become a Marketing Qualified Lead (MQL) .
- Now the automated lead nurturing process begins. A in which you want to turn the MQL into an SQL. A i.e. a sales qualified lead . This in B2B Lead Nurturing happens when the MQL responds positively to the lead nurturing and. A for example. A converts again. A leaves their phone number or books a personal appointment.
- Now the sales department takes over. A conducts personal discussions and wants to present an offer to the SQL so that it becomes an opportunity .
- Normally. A further discussions and negotiations take place here. A which ideally result in a new customer .
It doesn’t have to happen exactly like that and of course depends on the product or service. A but it is quite typical.
In principle. A it looks great. A doesn’t it? Yes. A if it weren’t for the lead. A who simply doesn’t behave the way this theory wants.
The biggest and most difficult hurdle to overcome is usually the MQL to SQL phase . A i.e. from the automated lead nurturing process without 1:1 contact to personal contact with significantly increased interest in buying. Once you have achieved this personal dialogue at the level of an online meeting. A telephone call or personal meeting. A the chances of actually turning a lead into a customer are of course dramatically better.
This important hurdle must be overcome. The question is. A what can stand in the way of jumping over this hurdle elegantly instead of running headlong into it?