When planning demand-gen initiatives, nurturing is an important part of the process. Nurturing involves building a relationship over time with potential customers. After all, it can take several months or even years before a prospect is ready to embark on or continue their digital transformation journey. By staying in touch and providing valuable insights, they will remember you when it’s time to move forward.
Here are three points to keep in mind when it comes to nurturing:
- Building Trust and Credibility: Lead nurturing activities, such as personalized e-mails, relevant content, and social interactions, showcase a business's expertise and understanding of its customers' needs. By consistently providing value, businesses build trust and credibility, increasing the likelihood of conversion.
- Addressing Specific Pain Points: The digital sales lead nurturing process allows businesses to tailor their content and messages to address the specific pain points and challenges faced by potential customers. This personalized approach resonates with prospects, making them more inclined to consider the solutions offered.
- Staying Top-of-Mind: Regular and targeted engagement keeps a business top-of-mind for potential customers. As they progress through the sales funnel, nurturing activities remind prospects of the brand's value, ensuring they are more likely to convert when the time is right.
Check out, “Increase Conversion Rates and Customer Engagement: The Power of Digital Sales Lead Nurturing,” by SAP’s Marco Argaez for more tips on nurturing.