The background to the importance of nurturing

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According to a survey by Forrester Research , companies that engage in lead nurturing can generate more than 50% more sales at a cost that is more than 30% lower than companies that do not engage in lead nurturing. So why has nurturing become so important? Here, we will take a closer look at the background to the importance of nurturing.

Longer period for collecting customer information
With the spread of the Internet, information gathering has become ivory-coast consumer email list commonplace. As a result, many customers gather a large amount of information before contacting a salesperson. In fact, it is said that 57% of B2B buyers contact a salesperson after making a purchasing decision. In addition, a survey conducted in the United States in 2019 showed that 87% of marketers use email campaigns for nurturing, and many companies are focusing on lead nurturing.

Buying Process Lead Nurturing

Rising costs of acquiring new customers
There is a "1:5 rule" that says that the cost of acquiring a new customer is five times the cost of retaining an existing customer. In recent years in particular, it has become more difficult to develop new customers through listing ads and telemarketing, and the cost of acquiring leads is rising more and more. For this reason, it is becoming more important to acquire latent needs with low interest and interest, and to nurture these potential leads and turn them into sales negotiations, rather than only targeting apparent needs.

Increasing need for individually optimized information provision
The spread of MA (Marketing Automation) and CRM (Customer Relationship Management) has made it possible to provide individually optimized information online. As a result, there is a demand for personalized information provision. As a result, uniform information provision to everyone is becoming less and less popular, which may lead to a decline in trust in the company.