Welcome to this edition of Just Say No to Shitty Sales & Marketing; today I’m focused on lead nurturing. No tactic that is more consistently used and important through the entire customer acquisition and success process than email.
Email is a critical component and in many ways, it's the only channel that we truly, fully own to create a one-to-one communication mechanism. Your ability to master email in general and lead nurturing specifically has a tremendous impact on your ability to grow consistently and to grow smart. But why does so much lead nurturing suck? You know what I'm talking about. You get the same “nurturing” emails that I get and well, the nurturing is anything but, well, nurturing.
What is the purpose of lead nurturing? Why is lead nurturing so important? The numbers are going to speak for themselves. Companies that do lead nurturing well enjoy significant enhancements in the results that they get. But, you need to understand that just because you do lead nurturing, or maybe what I should say is just because you call something lead nurturing, doesn't mean that it's gonna drive these types of results:
- Leads who are effectively nurtured generate 20% more sales opportunities than those that aren't effective.
- Lead nurturing generates 50% more sales-ready leads.
- Nurtured leads make 47% larger purchases.
- Relevant emails drive 18 times more revenue acquisition than just broadcast emails.
- 82% of prospects say lead nurturing that was targeted and specific to them influenced their ability to make decisions.
Effective lead nurturing drives better results. There’s no question about it. When you consider that 75% or more of the leads that we generate are not ready to buy it quickly becomes clear why lead nurturing is so important.
BUT. IT’S. NOT. WORKING. It's like we’ve taken “boiler room” come out of the boiler room. Our entire approach to customer acquisition has become so flash in the pan. It’s like if you're not ready to buy then sellers don't have time for you in their approaches.
I know how hard it is to generate the engagement of a lead/prospect that fits your ideal client profile. I know how hard it is from the perspective of the seller or the marketer. I also know how it feels from the perspective of the buyer and I'll speak for myself.