Increase sales by 29% with a little lead nurturing love [infographic]

You can't force a consumer to buy things. Even if you could, why would you want to? Force is not the point of sales. This is where lead nurturing comes into play.

Sales enablement is a strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople along the entire customer's buying journey. If you want to find out how it can transform your business then read our blog "Will sales and marketing harmony be the death of the sales qualified"

Lead nurturing can give you a long-term boost in the amount of qualified opportunities you bring in. It involves you doing your best to interest, help, influence and nurture consumers through the sales process.  

Nurturing simply means caring. You show you care by creating content for and interacting with your consumers in a thoughtful way that holds them at the centre. Thanks to email, social media and constant networking, the nature of those relationships is more personal nowadays, so your interactions need to reflect that.

Over the last six months, we've worked with a number of clients across a variety of sectors. From the data, we have seen that when you compare conversion rates from outbound, inbound and nurtured leads, the longer you spend connecting with your leads, the bigger the positive difference in conversion rate.

It all boils down to processes and personas. By creating intelligent, well thought-out and validated personas, you identify patterns in your audience allowing you to segment appropriately. Effectively, you can target the right people with the right message.

We then create bespoke content tailored to resonate with consumers, connect with them, share your expertise and answer their questions. Finally, we create sequences and workflows which perform informed and timely delivery, ensuring they see the information when it's most relevant. When all this is put together, it creates a lead nurturing process which maximises your conversion potential.

So, what are the results? Well, over the last six months we have seen a conversion rate 6.6 times higher when using inbound methods. When we add in lead nurturing this increases by another 55%, giving a conversion rate which is working tremendously well for our clients. Long story short, the right lead nurturing campaign can mean higher profits from smaller marketing costs.

Sales enablement is a strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople along the entire customer's buying journey. If you want to find out how it can transform your business then read our blog "Will sales and marketing harmony be the death of the sales qualified"