Generating qualified leads is significant for the inbound marketing strategy – but it’s just the trailer of the whole marketing story. A qualified lead needs more than just validation to enter the sales funnel; it requires effective engagement and nurturing. Qualifying a lead doesn’t always mean the user is ready to make a purchase decision. You must maintain healthy relationships with qualified leads to guide them to the purchasing stage. An effective inbound campaign needs a strategy to nurture qualified leads who aren’t ready to engage with your sales team. Here comes Lead Nurturing and Scoring into play – helping in effective engagement with the prospects and right segmentation of your sales pipeline.
Lead Nurturing
Lead nurturing is all about not letting the warm leads slip off from the cracks. It involves consistently and effectively interacting with prospects or warm leads to increase the chances of converting them into customers. Lead Nurturing can be briefly defined as the communication that occurs between the ‘visitor’ and ‘customer’ stages in thefunnel of the customer lifecycle. It involves actively nurturing warm leads by sharing relevant content and engaging with them continuously, preparing these prospects to make a purchasing decision. With lead nurturing, you let your company win business.
Lead Scoring
Lead scoring segments warm leads by profile, behavior, and performance to prioritize them, boost closing rates, and reduce buying cycles. Track prospects’ behavior based on demographics, then rank them by their interest in your solution and fit for your business. With this analysis, you would know whether to send the lead to the sales team for final pitching or to the marketing team for nurturing.
The Connect – Lead Scoring and Lead Nurturing
Lead nurturing involves relevant, effective, and continuous interaction with prospects to increase their chances of converting into customers. When combined with lead scoring, it creates the perfect strategy for driving conversions. Lead scoring prioritizes warm leads, enabling you to assess your nurturing campaigns’ effectiveness and focus your efforts on each lead accordingly. Together, lead nurturing and lead scoring accelerate your conversion rate, optimize the company’s resources and energy, and secure business for the company.
Also, you may like to read this blog on the significance of Data Scrubbing Services
How Investment in Data Scrubbing Make Sense in this Age of Big Data
By
