What Is Lead Nurturing Marketing Automation

Table of Contents

This is the process of launching lead nurturing campaigns designed to help foster relationships with leads and help make the conversion process from lead into customer smoother and more streamlined.

Throughout this article, we’ll cover the following concepts in depth:

  • What lead nurturing is

  • What the lead nurturing process should look like

  • How to improve your existing lead nurturing strategy

  • How marketing automation software can aid in your lead nurturing efforts

Read on to learn all about lead nurturing and how this process is fueled by marketing, sales, and every department in between.

What is Lead Nurturing?

Lead nurturing is the process of using lead management in conjunction with marketing and communication efforts to monitor lead behavior during the sales cycle.

The main goal of lead nurturing strategy is to emphasize relationship building with every successful lead in order to encourage a smooth transition from lead to customer.

A successful lead nurturing program should include both manual nurturing from marketing and sales teams, as well as automated lead nurturing software.

When you nurture leads, it is most important to listen to what the lead wants and needs at each point in the buying process.

Each lead nurturing campaign you launch should work alongside the lead generation cycle to make sure that this potential customer is supported during the buyer’s journey.

Now that we know a little bit about lead nurturing strategy, let’s outline what the process should look like and how a marketing automation system comes into play.

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What Does the Lead Nurturing Process Look Like?

Nurturing leads does not have to be complicated– in fact, the process itself is quite simple.

Though your nurturing campaigns will look different from lead to lead, the basic process should always look like this:

  1. Leads are generated through various marketing automation software tools and come through multiple channels.

  2. These sales ready leads are brought to a landing page and given to a designated sales team representative.

  3. The nurture program begins here, as does the sales funnel.

  4. Send lead nurturing emails, use lead nurturing automation, and focus on the needs and wants of the lead at this stage.

  5. Convert the lead into a customer!

This process draws upon the skills of your sales and marketing departments heavily, but it goes beyond that as well.

Above all else, the lead nurturing process is rooted in what each specific lead needs to make the conversion.

It is up to you to figure that out and provide the information to make that conversion as smooth as possible!

How to Improve Your Lead Nurturing Strategy

Your lead nurturing campaigns will vary greatly from lead to lead, but there are still many things that you can do to improve each lead nurturing performance for your qualified leads.

Here are some of the best ways to improve lead nurturing for your business:

  • Have your marketing team create a “lead nurturing” guide for reference

  • Utilize email marketing and other marketing automation tools

  • Highlight key elements of your service when you contact leads

  • Send relevant communications to each lead that are accessible via mobile devices

  • Create targeted campaigns to help with relevant content and your digital marketing automation

  • Make personalized content for your leads

  • Use contact management software

  • Minimize your non nurtured leads

Using your marketing tools, existing leads, and inbound marketing automation during all phases of the lead nurturing process will help your conversion rates.

Never neglect any phase of this process, and always be receptive to what your lead truly needs from you.

How Marketing Automation Can Optimize Lead Scoring

Lead scoring is the successful conversion from lead into paying customer.

Since lead scoring is the goal of both lead generation and lead nurturing, it is extremely important that you have a solid plan in order to optimize your lead conversions.

When you utilize automated lead nurturing, it provides a second layer of relationship building and another place where leads can get additional information.

Automated lead nurturing can help with the following:

  • Strengthen marketing efforts

  • Help direct potential customers to the information they need

  • Use an automation tool to guide leads through each lead stage

  • Aid in maintaining relationships

  • Can create a marketing stack through an automated process

  • Can store vital information, include a marketing budget or information for potential leads

Using an automated tool should provide a second layer of assistance, but be sure that you are also putting in the work necessary to convert leads into customers.

Don’t rely solely on automated lead nurturing, and don’t be afraid to strengthen your efforts with software. Find your perfect balance by using both methods.

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How Kennected Uses Lead Nurturing Strategy

Here at Kennected, lead generation and lead nurturing are two of the most important marketing functions that we deal with on a daily basis.

We help our own clients with lead generation, but in order to reach our prospective customers, we have to partake in lead nurturing practices to make sure that we keep our client base thriving.

We have found that using automated lead nurturing tools alongside the manual work of the lead cycle is what works best for us, and this form of lead nurture will work for your business too.

Hop-On The Kennected Train

According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.

If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).

So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.

This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.

Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.

So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.

In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.

And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.

Want to see how it works?

Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.

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