Use Lead Nurturing to Convert More of your B2B Leads

You may already have a good lead generation plan. You’re implementing it as scheduled and the leads are coming in as you had forecasted, but your conversion rate is not where you want it. People are interested, but they are not buying. Why is that?  Is it your products? Your collateral?  Your sales team?

Before you go pointing your finger at what (or who) might be to blame, here is a statistic to think about:  73% of all B2B leads are not ready to buy (source: MarketingSherpa.com). Most people aren’t ready to buy your product the first time they connect with you. In fact, it takes an average of 10 marketing-driven “touches” to progress a lead from the top of the sales funnel to the purchase. (Source: Aberdeen Group)

Here’s why: many B2B decision-makers go online to research potential vendors to determine whether the vendors’ solutions hold any potential value for them. Many of them will also reach out to the potential vendor (that is: become an inbound lead) before they are 100% ready to move forward with their purchase decision. Just because they have connected with you doesn’t mean they are ready to buy; it could mean they are in the research stage.

How do you convert the leads into customers? Have a good lead nurturing program in place. Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel. It focuses on listening to the needs of the prospects and providing the information and answers they need, when they need it, so they can make a good purchase decision.

This can be done with a prospect-focused email campaign, but can also be through phone calls or your direct sales force. It is any method that reaches out to the prospect and provides the information they want. What’s critical is to have a process that moves qualified prospects through the sales process until they purchase.

How lead nurturing benefits B2B businesses:

  • On average, 15% to 20% of the “not yet ready to purchase” opportunities converted to sales {after lead nurturing}. (source: Gleanster)
  • Companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost (source: Forrester Research).

So rather than just have a lead-generation plan and then wonder why nobody is buying, put together a lead-nurturing program as well.  When the leads come in, find a way to connect with them on a regular basis so that they will warm up to you and ultimately select you as their vendor of choice.

Would you like to learn more about lead nurturing?  As an award winning B2B marketing agency, KEO Marketing has a complete lead nurturing program that converts your leads into customers. Contact us today to learn more.

Sheila Kloefkorn (1029 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.