Introduction Last time, I introduced a scenario for “extracting hot leads”. This time, we will explain the necessity, scenario examples, and important points for achieving results regarding “nurturing”. Nurturing is also called “lead nurturing” and is an essential concept for effective use of MA (marketing automation) tools and achieving results. Lead nurturing is described as “cultivating prospects” and develops cold leads (prospects who are unlikely to close / purchase products and services at this time) into hot leads (prospects with strong interest). It refers to the process of going on, but the judgment of “what made you a hot lead” varies depending on the industry and occupation. Therefore, it is difficult to define the boundary line, which is a point that many companies cannot make full use of MA tools. I hope this article will be helpful for those who are worried about “I often hear the word nurturing, but what should I do?” And “What kind of scenario does my company need?” I’m happy. 1. Necessity of nurturing and its purpose Necessity of nurturing In recent years, the purchasing process has become complicated, and the lead time to reach a contract tends to be long. Of course, hot leads are likely to lead to the latest results. Your interest and willingness to buy is high enough that you will be willing to respond to your offer. However, in order to continue to achieve results, it is important to develop a large number of cold reeds into hot reeds. Whether you leave cold reeds unattended or nurture them during long-term transactions can make a big difference in your outcomes after weeks / months. Nurturing is a strategy that creates good relationships with leads in this step-by-step and medium- to long-term, motivates them for their products and services, and leads to future contracts. See Figure 1 for the process of acquiring customers.
Figure 1: Flow of acquiring customers (Source: 24-7) Purpose of nurturing Even if a large number of business cards are collected at business card exchanges and exhibitions, the leads who approach from the sales department are only a small part of the target. Even if you pass all the lead information from the marketing department to the sales department, closing with human resources is a one-to-one approach, so you can not handle the number. Also, if it contains cold leads, sales activities will end in misfire. Therefore, many business cards may be dormant / discarded without being followed. Nurturing reeds that are dormant assets using MA tools can lead to contracts. If you can raise the interest of leads and improve the quality before passing them on to sales, the result will be more efficient sales activities. A continuous approach can also help prevent lost opportunities by making it easier for leads to be listed as potential candidates when they eventually start considering deals or purchases. The purpose of nurturing can be said to be to maximize the use of the collected lead information to achieve both “creating opportunities” and “preventing lost opportunities.”