1.Lead Nurturing Emails
Lead nurturing is the process of developing relationships with buyers at every stage of the
sales funnel, and through every step of the buyer’s journey. It focuses marketing and
communication efforts on listening to the needs of prospects, and providing the information
and answers they need.
Nurtured leads makes 47% larger purchases than non-nurtured leads (The Annuitas
Group).Effectively developing leads in today’s buyer-driven marketplace means establishing
and nurturing buyer relationships with a strategic lead scoring system, and then filling out
that framework with a thorough content marketing plan.
Marketing and sales need to get together to develop a lead scoring strategy, to pinpoint
where a particular lead is within the brand’s buying model. It is the backbone of a strong
lead nurturing system, because it identifies when and how to address each buyer with the
most timely and relevant communications.
The details of any lead scoring system will be specific to every brand, based on your industry,
niche, and unique audience. There are, however, four dimensions of lead scoring that should
be evaluated as you develop your strategy.