Lead Nurturing System
Lead Nurturing is an automated process in Demand Generation Systems to keep prospects engaged until they are rated “sales-ready”. Nurturing involves maintaining a 1:1 relationship with prospects through regularly-scheduled, customized marketing communications, such as Drip Emails. Lead nurturing communication is 1:1 since the communication is customized by the system to match the prospect’s individual profile, digital footprint, and degree of “sales-readiness”. Lead nurturing is scheduled at regular intervals to deliver the benefits of a multi-touch campaign.
The lead nurturing process continues until such time as the prospect’s Grade and Score reach a specific level (as defined in the Business Rules) and is handed off to sales as a “sales-ready” prospect, or the lead decides to opt out of the automated campaign by unsubscribing.
Automated lead nurturing benefits both the seller and the prospect. First, it avoids wasting precious sales resources on leads that are not yet ready to buy. Second, it avoids wasting precious marketing resources on the many repeatable and mundane task in lead management. Third, the prospect receives ongoing communication that is timely and better aligned to their individual needs and preferences.
