Why Lead Nurturing is Important

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Lead Nurturing

When it comes to IT telemarketing and lead generation, there’s always more you can do – but never enough hours in the day.

Smaller businesses, in particular, have to manage their time very carefully, prioritising certain activities over others. This leads to critical tasks being left out or neglected, such as lead nurturing. You may think that you can’t afford to spend time following up with prospects, focusing instead on seeking out sales opportunities with new prospects, but this could be a costly miscalculation.

Lead nurturing is proven to send more high-quality opportunities your way. Do it properly, and it’ll more than pay for itself. A survey by Vidyard and Demand Gen in 2018 found that 24% of marketers saw a 10% increase in opportunities when they put automated nurturing campaigns into action. A further 19% spotted a rise of 30% – just think of how much that could mean in terms of extra revenue.

Of course, everyone knows that it costs far less to retain a customer than to win a new one. You may spend up to five times as much acquiring a new customer, but your success rate of nurturing an existing customer (or someone who is already interested in your offer) could be as high as 60-70%. Start out cold and try to sell to a brand new customer, and your chances of success drop to just 5-20%.

Leads that aren’t ready to buy now, maybe ready later

Here’s a startling statistic for you – a huge 80% of prospects that were written off by sales teams as ‘bad leads’ went on to make a purchase within the following 24 months. This is according to a study by SiriusDecisions, which showed just how important it is to time your IT telemarketing campaigns perfectly.

This philosophy underpins most lead nurturing programs. Not everyone is ready to buy at the exact moment you call them, but they may be ready someday – and your business should be foremost in their minds when that time comes. By dismissing some prospects outright and never returning to them, you could be missing out on thousands in lost revenue every year.

Lead generation is a marathon, not a sprint

This is a motto that’s well worth remembering as you start to take lead nurturing more seriously. It can be difficult and time-consuming to get real results, but it’s absolutely worth doing. Research from Ascend2 found that just under half (48%) of businesses had to be patient and invest in ‘long cycle’ nurturing in order to get the results they wanted.

Of course, not everyone has the time to spend on what can often be protracted, delicate and painstaking work. Leads need careful management, and you’ll need to develop a funnel to nudge your leads along in order to execute the strategy properly.

The solution for many businesses is to outsource. If you need a lead nurturing expert to handle this time-consuming work for you, delivering fully qualified leads to your sales team – IT Focus can help. We’re IT telemarketing and lead gen specialists. Give us a call on 0330 058 0100 or email info@itfocus-tm.com to find out what lead nurturing could do for your bottom line.

Get In Touch

Call us on 0330 058 0100 to find out how we can help you.

Our goal is to develop a thorough understanding of the technology that underpins the message you want us to deliver. By doing this, we can communicate your value proposition in a clear and concise manner to the people that are important to you: your future customers.

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