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How Does Lead Nurturing Build Customer Relationships?

A successful lead nurturing process can help increase quality leads, improve email marketing campaigns, and ultimately heighten sales.

2 minutes read Customer Relationships

What is Lead Nurturing?

Lead nurturing is the process of building relationships with your leads, moving them in the direction of becoming customers.

Lead nurturing is done during every touchpoint with a lead and every stage of selling, with the relationship benefitting both you and your customer.

With lead nurturing, the focus is on the customer and providing them with the tools and information that they need. The lead nurturing definition can vary depending on the source, but every definition agrees that it’s about building relationships.

Crafting your email marketing campaign in such a way that you are building relationships is well worth the effort. Considering that lead nurturing emails get 4-10 times the response rate of standalone email blasts, email lead nurturing can mean the difference between making a sale and your email being deleted.

By implementing Beetle Eye’s lead-centric features, such as dynamically managing campaign lead lists and automating sales responses, your lead nurturing plan will include emails that reach the right customers at the right time, which can help build those mutually beneficial relationships.

Why Nurture Leads?

By carrying out a lead nurturing strategy and building relationships with your customers, you are effectively increasing your bottom line!

How is this possible, you might ask?

Without a lead nurturing process, the potential of overlooking leads is greater. While the lead age increases, you and your company may also be overlooked as leads stop hearing from you.

A successful lead nurturing plan can move leads to the next stage in the lead nurturing funnel.

During each stage, your leads are closer to becoming customers while you are building a relationship with them. By successfully implementing a lead nurturing campaign, you can generate 50% more sales-ready leads at a 33% lower cost.

How Do I Nurture Leads?

Now that you understand lead nurturing and why you want to implement a lead nurturing campaign, let’s look at some of the ways you can nurture your leads with the Beetle Eye application.

Follow up immediately

The time it takes to respond to an inquiry can make or break a quality lead. A lead is 21 times more likely to enter the sales process when contacted within five minutes versus 30 minutes after converting on your website.

Using Beetle Eye, set the first campaign email to automatically send upon a lead being dynamically added to the system.

Automate lead management

Managing leads can be a tedious endeavor, sapping energy better used in creative pursuits. Learning that companies that automate lead management see a 10% or greater increase in revenue in 6-9 months might convince you to put aside the tedium and embrace your creative side!

Take a look at Beetle Eye’s lead list capabilities, such as implementing custom data rules for segmenting and automatically removing inactive leads (for example, if an email to a lead is undeliverable).

Adjust email frequency

Are your leads receiving too many - or too few emails? Most consumers prefer to receive emails from companies they do business with on a monthly basis; only 15% of consumers prefer a daily email.

Make sure your email frequency is in line with the expectations of your audience. Consider setting up a welcome survey using Beetle Eye’s Survey Builder and embedding the survey link directly in your first email to leads.

The Benefits of Lead Nurturing

Throughout this blog, we have listed several ways that lead nurturing can benefit your business. To recap:

  • Implementing a lead nurturing campaign can generate 50% more leads at a 33% lower cost.
  • Nurturing leads helps funnel leads through the sales process, moving them closer to becoming a customer.
  • Lead nurturing emails result in a substantially higher response rate than standalone email blasts.
  • Contacting a lead immediately (within 5 minutes) means they will be 21 times more likely to enter the sales process with you.
  • Automating lead management increases revenue by 10% in 6-9 months.
  • Understanding the needs of your leads, such as how often they want to receive an email from you, helps build customer relationships that result in sales.
  • To learn more about how Beetle Eye features are built to nurture your leads, or to set up a demo, contact us today!