In this article, we explain what Lead Nurturing is and why it is an allied technique for industrial and technological companies. Then, we will move on to practice. First, we will present concrete examples of Lead Nurturing actions for various objectives. And then, we will explain why HubSpot is the tool you need in your digital strategy.
TABLE OF CONTENTS
1. What is Lead Nurturing? Definition and data
2. Why do Lead Nurturing in the B2B sector?
3. Examples of Lead Nurturing applied to objectives
3.1 Contact qualification workflow
3.2 Lead Nurturing to advance in the sales funnel
3.3 Conversion: we pursue a specific action
4. How to create a Lead Nurturing strategy?
5. How to do Lead Nurturing with HubSpot
1. What is Lead Nurturing? Definition and data
Lead nurturing is an automated marketing technique used in inbound marketing strategies and plays a particularly important role in industrial, technology or software companies (B2B).
The literal translation of lead nurturing is “contact nutrition”. Thanks to the creation of content and its automation in customer-oriented processes, we nurture a company-customer relationship. Therefore, we accompany users in the sales funnel.
In other words, thanks to lead nurturing we manage to mature our contacts and build customer loyalty.
Digitalization and automation tools (such as HubSpot) have made it easier than ever to activate a lead nurturing sequence. But how do you build this sequence so that it meets your objectives? We explain it below.
Let's talk about data!
The concept of “lead nurturing” has progressively increased the interest of users over the last decade. Its peak of interest was in November 2019 , when the most innovative digital marketing techniques gained strength in the wake of COVID-19 .
Google trendsGoogle Trends: (April 2012-January 2022)
Currently, companies that already have a large database of mexico phone number search contacts are training in Lead Nurturing. Its main objective is to nurture the contacts they already know and accompany them in the sales process. In B2C, encouraging the purchase . Locating users with intent. In B2B, training and offering complementary information in a much more complex decision-making process.
According to studies, despite investment in marketing automation tools, a high percentage of MQLs do not become customers. The figure is between 73% (MarketingSherpa) and 98% (HubSpot) . In many cases, companies do not have an automated system designed and activated that aims to generate more sales.
23% of B2B companies were already using Lead Nurturing in 2021. In addition, 37% of companies expressed their intention to implement this nurturing technique throughout the year. (Data published in the Connext 2021 Annual Report)
However, many marketing and sales professionals are still unclear on how to create and optimize lead nurturing processes that achieve their goals. Of those who do lead nurturing, only 6% reported good results.
The reason for this low success rate? To do Lead Nurturing you need to have training and experience in many other associated digital marketing actions: email marketing, user experience, content, analytics... And, of course, a good strategy.
What can you expect from lead nurturing?
Spoiler alert: good things! Even though only 6% of respondents had “good results” in 2021 thanks to Lead Nurturing, we cannot let this figure discourage us. Here are some reasons why: