Article

Nivedha Natarajan
Nivedha Natarajan 11 June 2021

Nurturing Leads in the Best Possible Way Using Lead Management Software

Lead nurturing has evidently become the most essential phase in the process of converting the generated lead. It involves purposeful engagement with your target audience. This guide provides you with the best possible ways to utilize lead management software to nurture your leads correctly! These tactics will help you gain an advantage over your competitors irrespective of the size of your business.

As businesses today are finding increasingly effective ways to generate well-qualified leads, the importance of lead nurturing has become more and more prominent. To begin with, let’s talk about what lead nurturing is.

The development and reinforcement of relationships with prospects at different stages of the sales funnel is called lead nurturing. The efforts are focused on the needs and the pain points of the consumer with the objective of providing information and solutions they need.

This further increases brand awareness, brand loyalty and makes a connection with prospects to drive them to make a purchase. About 57% of marketers believe lead nurturing is the most beneficial feature of automation. This is why it is essential to foster relationships with prospects using lead management software. 


 

Implementation of lead management software can greatly impact your business strategy, customer loyalty, growth, revenue, and consumer retention. But how do you nurture leads?

Lead nurturing involves purposeful engagement with your target audience. They are offered relevant information, support to meet their needs, and a sense of delight to drive them through the consumer journey. There are numerous ways to nurture leads, such as multi-channel nurturing, timely follow-ups, personalization, and targeted content. 

Despite the evident need for lead nurturing and lead management software to execute this process efficiently, most organizations struggle to build their strategy rightly. Here are some best possible ways to utilize lead management software to nurture leads rightly.

No matter the size of your business- start-up, mid-size, or a large enterprise or the kind of business, these tactics will help you gain an advantage over your competitors. Let's dive into them.

1. Make use of Content That Targets your Audience Correctly

When it comes to finding leads that convert into customers, there is no simple formula that works. Research proves that nurturing leads with content targeted to specific audience sets can get you significantly better results. Begin with building an understanding of different consumer personas. Take into account their preferences, interests, pain points, desires, and purchase history. Further, create a diverse assortment of content targeted to each persona based on their marketing triggers.

Targeting prospects with relevant content can help your business yield 72% higher conversion rates. A lead management software helps you map out these different buyer personas to further scale your business through automation.

2. Leverage Multiple Channels to Nurture Leads

While most organizations tend to stick to old lead nurturing techniques that involve setting up generic campaigns to send to a list of prospects or maintaining monotonous spreadsheets. With evolving technology, there is a strong need for new tactics and methodologies that go beyond email nurturing. Powerful automation tools support sales and marketing teams to execute these lead management strategies.

Impactful lead nurturing involves a healthy combination of emailing, data analysis, automation, retargeting, dynamic website content, and outreach. Internal teams get confused about the execution and the right tactics to use for converting leads into customers on having so many tactics. Lead management software makes this process easy and more straightforward.

3. Remain Focused on Numerous Touches

The buying journey of a consumer can be very different for different products and services. In fact, different consumers can have a different buying journey for one product or service itself. They need numerous marketing triggers and multiple touch points to become aware of your product. It takes even more for them to trust your brand and further make that purchase.

Content generation is the most important tool of lead nurturing at this step. It enables the consumer to move through the pipeline with support via answering their questions and eliminating concerns. Simultaneously, various other content forms like blogs, social media, interactive communications, and much more contribute to converting prospects into loyal customers.

4. Timely Follow-up with Prospects

They enhance the consumer experience by making them feel connected and create a higher sense of brand recall. It also helps them build brand trust as they feel valued and cared for. The advantages of following up are quite evident. However, many businesses aren’t quick to act on it. Automation allows you to reach larger audiences, schedule follow-up emails and phone calls since these tactics are still the best way to convert well-qualified leads into opportunities.

The odds of converting a lead become higher with a quick follow-up with the consumer, and it is far more impactful than making cold calls. In this process, you know what the prospect is looking for; you can see their browsing behaviour and analyze their needs. Lead management software gives you access to all this information to support your initial research.

5. Send out Emails with Personalization

While email marketing is one of the top lead nurturing tactics of all times, generic emails don’t do well. It is essential to personalize emails to reach high conversion rates. A research study by Accenture states that 41% of customers switched to another company due to the absence of personalization. Hence, there are so many different ways to personalize emails to improve these results.

Sending out triggered emails when a prospect completes different actions like clicks on a particular page, shows high engagement, or clicks on your link in bio could be an excellent way to begin. The combination of strong marketing efforts with behaviour-driven emails can communicate the right message to the right audience at the right time. 

6. Involve Lead Scoring Methods

Sales teams mainly use the concept of lead scoring to rank leads on a scale that helps them analyze their perceived value to the business. This further helps them prioritize and pivot their strategy to maximize growth and revenue.

Numeric values are usually assigned to events, social media interactions, and even website browsing behaviour through automation. The sales representatives use this score to determine the course of action and the methodology through which the communication should be carried forward.

7. Combine Marketing and Sales Strategies

Alignment of sales and marketing is essential while nurturing leads as it causes higher success and improved customer retention rates. While both domains contribute to lead management by identifying consumer behaviours and the pathway of the consumer journey, they map out how leads should be transitioned between both teams. They consider triggers that impact conversion events, workflow enrolment, and lead scoring.

Combined responsibilities, goals, and collaborative effort should be outlined using a service level agreement. This helps in holding both the teams accountable for their tasks that contribute to lead conversion and nurturing of leads. They seamlessly work together to convert prospects into paying customers. 

Implementation of these effective tactics and excellent lead management software is what your business needs today. With an impactful lead nurturing strategy, it is time to gain momentum to reach your business goals. 

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