Grande Guide to Lead Nurturing
- Company: Oracle
- Price: FREE
At its core, lead nurturing is the process of cultivating leads that are not yet ready to buy. Successful lead nurturing anticipates the needs of the buyer based on who they are (using profile characteristics like title, role, industry, and so on) and where they are in the buying process. Nurturing keeps prospects engaged by providing the most relevant content (such as white papers and webinars) for their situation. If done well, lead nurturing can build strong brand loyalty long before a prospect is ready to buy. By cultivating latent demand, companies can increase the conversion of unqualified leads to opportunities and drive more revenue.
Nurturing also helps accelerate active opportunities by giving prospective buyers the information they need to make purchasing decisions. Lead nurturing is about helping buyers along in their educational journey. Thus, it’s most effective when triggered by prospects’ activity or behaviors. Lead management technologies are often used to automate such real-time marketing. This type of software makes it possible to track leads and automate content delivery while simultaneously collecting behavioral data and triggering corresponding actions.
- Why my business must understand Lead Nurturing
- Lead Nurturing basics
- Five steps to Lead Nurturing success
- Lead Nurturing best practices
- Customer nurturing
- Advanced practices for Lead Nurturing
- Lead Nurturing tools and technologies
- Lead Nurturing in action
- What’s next in lead nurturing