Lead nurturing is the process of understanding customer behavior and based on that planning marketing campaigns. Once the campaigns are planned then, leads should be passed to these campaigns automatically so that relevant message/email can be sent to the prospect as and when required.
Lead nurturing exemplifies the importance of the customer experience. For any form of company or vertical (B2B or B2C), delivering an exceptional customer experience requires a holistic approach that involves research, strategy, and technology to work hand in hand.
Why do we need Lead Nurturing to have better customer experience?
Instead of 'hoping' the customer to return, lead nurturing provides a way for you to engage with them, automatically. It means that even if they leave, you have the power to stay in touch and get them to come back once nurtured. This way, you’re in control.
A couple of scenarios highlighted below showcase how effective lead nurture could help in enhancing the customer experience and converting unqualified leads into qualified leads or a new opportunity into sales from the marketing point of view.
If lead nurturing is implemented, then at the same moment when the customer didn’t make the transaction, we can send email/message to the customer with products details of same brand and relevant type but lower in cost that might fit customer requirements. In this way, customer will feel that we care about his needs and he is a valued customer for us.
This is what lead nurturing is about, to provide relevant information based on customer behavior. Whereas, if the Lead Nurturing concept is not implemented, this lead might be lost as no further communication will be sent to him.
But what about the ones who didn't respond? In this case, we have 3 different scenarios:
If lead nurturing is implemented in this case, we should plan follow-up/reminder emails for all customers who responded and who didn't respond. By this we are communicating the customers that:
As highlighted above, Lead Nurturing concept should meet below objectives to have a great customer experience:
An organization can have below nurture campaigns to enhance customer experience:
While implementing lead nurturing, we need to ensure that lead nurturing campaigns are planned with the motive of educating customers with relevant information and making brand value so that they prefer our product before they are ready to buy because if a customer loses interest in our messages, they’ll disengage by unsubscribing, marking our messages as spam, ignoring or deleting our messages.
Lead Nurturing effectiveness can be measured based on its implementation, if it is implemented correctly then results will be good, but if it is achieved without placing any logic then results will not be as per expectation.
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