How Marketing Automation Can Help in a Lead Nurturing Process

One of the fundamental strategies that a company must carry out if it wants to maximize its digital channels is the launch of an Inbound  Marketing  campaign  , through which we will be able to attract leads through our content . However, this should only be the beginning of our strategy, as user satisfaction becomes a key factor as we guide them through the Buyer  Journey .   

The intrusive actions such as sending inappropriate content or interruption to business calls are becoming less effective . To achieve a good conversion rate we must nurture users with appropriate content, ensuring that they understand the offer before our sales team contacts them.  

The Lead Nurturing process in large companies

Many marketers tend to think that they are already carrying out the correct  Lead  Nurturing process,  but are they really giving a good service? Generally a small business can track a short list of leads to create meaningful campaigns and cater to their requests, but as the business expands and the top of the conversion funnel widens ,  the creation of leads it becomes impossible for one person or even for a small group of them .  

Gr ACIAS the tools  Marketing Automation , we can ensure that our leads get answers fast and  so immediate, the content prepared specifically for them .

Challenges of Lead Nurturing in a Long Sales Process  

The process of creating valuable relationships with our users may seem like a  simple task  , but is it possible to maintain it in the long term ? There are sectors that have a long sales cycle process , since the decision period before the purchase can be extended up to 18 months. In these cases we must keep our leads within the sales cycle for a long period , which translates into hard work so that they do not lose interest , providing them with quality content , and that this in turn translates into a smooth movement of these through the   sales funnel . 

We may not have the right content for the entire sales cycle, or we may simply not be able to see how our leads are slowly drifting off track . The result of this can be a loss of leads and a lot of wasted effort by our team.  

A  Here  we explain how a process of Lead  Nurturing  automated tasks can facilitate uptake during the sales cycle. 

Advantages of automation in the Lead Nurturing process 

We know that  Lead  Nurturing  works ,  since there is a considerable increase in sales opportunities in those leads on which we have actively worked. Send bulk emails to a database without segmenting is harmful because it denotes a  lack  of analysis by the company of potential leads,  s bove all right now, where the user is much more demanding to the communication received and rejects that which is inclusive or in which there is é  interested. 

However, the automation of Lead  Nurturing  allows us to know in real time the interaction of the user with our content and with the company itself, if they are of interest to them or if they have disconnected from them at any time. Thanks to this we can know the stage of the life cycle in which it is and adapt the messages that we emit towards them.  

 

In a process of Lead Nurturing  and critical s consider the following: 

• Users want to obtain different content depending on the phase of the  Buyer Journey   in which they are, in addition, a frequency of contact must be established and make sure to have a lead classification system that allows them to move from one stage of the process to another. 
• The interaction of the lead with our communication allows their segmentation , which facilitates the establishment of automations . This means that bottlenecks are quickly identified and easily rectified. Automatic reports can show where leads are stuck in the funnel and be able to take action accordingly. 
• Thanks to these automations we can know where a potential customer is in the sales cycle and detect what is the ideal moment for our sales team to contact them without this being inclusive. In this way, the sales team will not waste time educating potential customers about your product or service, the education process will be prior through digital content 

 

If you have not yet established an  automated Lead  Nurturing process, you may be wasting time on potential customers who are not ready to sell, while you are making imprecise communication with those who are ready to become customers. Automated Lead Nurturing will allow your sales team to get to know your users better and focus only on those who are ready to sell.