Lead Nurturing: 9 Reasons to Get Started

Christina | May 17th, 2011 | demand generation, digital strategy, lead nurturing, marketing

I received an invitation from Marketo last week for an on-demand webinar, ‘B2B Email Marketing and Lead Nurturing’. While I haven’t had a chance to view the webinar itself (busy, busy), the statistics cited in the email copy are the value of a lead nurture program are definitely worth sharing.

Fewer marketing-generated leads ignored by sales (from 80% to as low as 25%)
150% increase in contact-to-lead conversion rate
2-3x lift in conversion rates on raw leads to qualified opportunities
20% more sales opportunities
225% increase in volume of prospects that convert to sales opportunities
7% points higher win rates on marketing-generated leads
6% points lower rate of “no decisions”
2x increase in bid-win ration
47% higher average order values

The Job of a Lead Nurturing Email (marketinginteractions.typepad.com)
6 Reasons Lead Nurturing Wins Over Email Blasts (hubspot.com)
Learn Nurture Marketing … Or Else (customerthink.com)

about the author

Christina Kozlowski

Christina Kozlowski is an innovative marketing professional with over 10 years of experience in developing and implementing multichannel marketing and communication strategy. While she attributes the bulk of her professional accomplishments, as well as her persistent bouts of insomnia, to an excessive amount of caffeine, Christina's keen insights and real world expertise across a range of marketing disciplines has been key in her ability to successfully drive customer acquisition programs that deliver consistent, quantifiable results through bottom-line revenue contributions.

digital strategy.

[dij-i-tl strat-i-jee]

–noun, plural -gies.
1. A plan, method, or series of maneuvers or strategems for promoting products using database-driven online distribution channels to reach consumers in a timely, relevant, personal, and cost-effective way.

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demand gen.

[dih--mahnd jen-uh-rey-shuhn]

-noun.
1. Targeted marketing programs to drive awareness and interest in a company's products/services, involving multiple areas of marketing; the marriage of marketing programs coupled with a structured sales process.

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multichannel.

[muhl-tee-chan-l]

-noun.
1. Marketing strategy employing multiple pathways to reach/influence a target (i.e. website, social media, web advertising, or email), allowing a business to reach their audience via the channel of his/her liking.

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new media.

[noo mee-dee-uh]

–noun.
1. A The emergence of digital, or networked information/ communication technologies in the later part of the 20th century (i.e. websites, streaming media, email, online communities, web ads, and mobile computing.

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