Driving ROI Through E-Nurturing Campaigns

One of the biggest mistakes BtoB marketers make is abandoning inquiries that are not immediately ready to buy. Our most successful client found that using content to keep a prospect warm during the consideration phase can be a key lever to closing the deal once budget is approved.

Industry research supports the need for nurturing. According to data from leading industry analyst SiriusDecisions, 80% of the leads disqualified by sales do go onto buy within 24 months.

While the sales team is understandably focused on sales-ready leads, best practices support that the overwhelming majority of deals require several touches before they move to close. Best practices data found 80% of sales close after the 5th contact and in some complex industries, it takes between 9 and 11 touches before a deal closes.

THE ROI OF LEAD NURTURING

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Because of this trend, organizations which had relied on inside sales organizations or telesales firms to drive new leads, are now augmenting that outreach with content-based e-nurturing campaigns. In one example, we found a leading third party logistics provider which saw its first  call contact success rate increase by 85% after rolling out an e-nurturing campaign.

In order to quantify the impact e-nurturing campaigns have on the conversion of inquiries to closed deals, our sister publication recently looked at a controlled sample of BtoB marketers who have successfully deployed lead nurturing tools and found dramatic improvements to key conversion stages in the sales funnel. By contrasting two different groups of nurtured versus non-nurtured leads within these organizations, the sample showed an average 20% increase in sales opportunities from the nurtured leads.

At Demand Creation Specialists, we help our clients build effective e-nurturing practices by developing new content offers and also repackaging existing content into a logical campaign which responds to the needs of buyers.
 
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