Lead Nurturing and Lead Scoring

Lead Nurturing and Lead Scoring

Nurturing and automate your leads

Lead nurturing is a discipline focused on leads who are not yet ready to buy. As such, the art of successful lead nurturing is in delivering content of sufficient value that the audience remains engaged. If done well, successful nurturing can build a strong brand and solution preference long before a prospect is actively engaged in a buying process. Lead nurturing software allows for leads to be tracked and content delivery to be automated through various marketing channels.

Lead nurturing is a very powerful way to automatically stay engaged with future potential buyers. In doing so successfully, you can establish buyer preference for your solutions, while at the same time understanding buyer timing. However, this is only possible if your lead nurturing programs deliver content that is of sufficient value and interest to the prospects that you maintain their permission to stay in contact with them.

Focus on the leads that matter, with lead scoring

Today’s new buyer is in control of their own buying process. With access to all the information they require, they are able to self-educate, discover vendors who might potentially solve their business challenges, and form opinions on which vendors are best for their needs. As marketers facilitate this buying process, they must pay careful attention to the prospects’ digital body language in order to detect signs that they are ready to engage in a purchase conversation with a sales person.

It is lead scoring that provides this link, from the behavioral information detected by watching prospects’ digital body language to the action that should be taken based on the insights gained. As such, good lead scoring forms the foundation of any demand generation operation.

In order to score leads well, marketing and sales must first agree on the definition of a qualified lead. This agreement defines a “common currency” between marketing and sales whereby marketing works to generate qualified leads and sales works to close them. This definition, however, has two distinct parts, “fit” and “engagement”. Fit, or the explicit information known about a person, their role, company, industry, and revenues, defines whether they are the ideal person and company to sell to. Engagement, or the implicit information known about their activities, topics of interest, and level of interest defines whether they are sufficiently engaged to begin a conversation with sales.




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