You've worked to increase traffic to your website. Your target audience has interacted with and enjoyed your content. Now you have marketing qualified leads. Once leads are in this stage, it's crucial that you engage them to help them through the sales funnel.
Caitlin Burgess at TopRank Marketing blog weighs in on why lead nurturing is so important:
Simply put, MQLs are warm prospects who are not ready to make a purchasing decision yet—and lead nurturing can help you turn up the heat. And most of you are probably doing some form of lead nurturing already. According to DemandGen Report’s 2016 Lead Nurturing Benchmark Study, 89 percent of marketers use lead nurturing programs as part of their demand generation strategy.
Here's how to maximize your lead nurturing activities:
- All Marketing Qualified Leads Are Not Created Equal: Understand where your MQLs are in the sales funnel and if they're part of your target audience. Develop a plan for each type of lead.
- Start Small: Don't get caught up in giving each lead and persona a custom experience. Start by testing small lead nurture campaigns and fine tune from there.
For more on improving your lead nurturing activities, read Burgess's complete article below.