Lead Nurturing and Qualification

An important aspect of lead qualification is lead nurturing. At Abstrakt, we do both to find out more information about your prospects and close more deals.

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why nurturing and lead qualification are important

There are many components of an effective lead generation strategy, and lead nurturing is one of the most, if not the most important component. At Abstrakt, we take a strategic approach to sales which involves an extensive nurture process. Our nurture process helps us to not only qualify leads but to turn those leads into customers for your business.

To better understand how a lead nurturing process helps our team qualify leads and turn those leads into customers, it’s important to know what nurturing is and how we do it. Our process is what helps us to grow businesses across all industries, and nurturing prospects in your target market is a huge part of our sales process.

What Is Lead Nurturing?

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Lead nurturing is the process of developing relationships with prospects at every stage of their buying journey. Lead nurturing programs are intended to communicate with each prospect on an individual level. In addition to cold calling, your lead nurturing strategy must involve high-quality campaign personalized and relevant content—emails, direct mail, marketing collateral, blog posts, and more.

You can stay on top of your customers’ minds with multiple touchpoints, and that’s the entire point of a lead nurturing campaign. Not many people will accept an appointment on an intro call, but a large number of people buy in the nurture phase. Taking your prospects through a nurturing phase will ensure that more of them are qualified and ready to buy.

Building a Lead Nurture Process—Things to Consider

When designing a lead nurturing process or running a lead nurturing campaign, there are things to think about.
Here are the top four things to consider:

Frequency of Touch

Based on various factors, prospects will need to be communicated with at different intervals. Some of these factors include:

How interested the prospect is
The level of decision-maker they are
Frequency in which they buy what you sell (example: if you sell common household items, your prospects will be buying much more often than if you buy factory equipment)
The style in which they like to be touched (email, phone calls, social media messaging)

Even if your prospects don’t like to be called, this is still an important part of any sales process that shouldn’t be ignored. It is often the only way you can get accurate information from your prospects. You won’t find out from LinkedIn that your prospect just cut ties with their current service provider, but you may find this out from a phone call.

Email Marketing

Email marketing is an important part of any marketing strategy, and your nurture program is no exception. Email must be well thought out so that you can stand out from your competitors. This involves having the right sales and marketing professionals working together to craft the right messaging. Our marketing experts write tailored content for sales teams to send out to qualified prospects.

Social Media

Your business should have, at the very least, a Facebook and LinkedIn profile that stand out from competitors. This can be another way to nurture prospects (connecting with them, sending personalized messaging, posting share-worthy content, etc.). Without social media, you’re missing out on a huge opportunity to connect with marketing qualified leads (MQL).

Be Personable

Last but not least, you have to meet your prospect where they’re at, you can’t just hope that one day they answer the phone. You have to be where they are. This is why it’s so important to send out personalized messaging and find out as much information about your prospects as you can.

At what cost are you nurturing prospects?

At Abstrakt, we can provide lead generation services and a solid B2B appointment setting program for less than the cost of one full-time employee. Don’t worry about nurturing on your own, leave it to the experts at Abstrakt. To learn more about what a program would look like for your business, reach out to our B2B marketing experts today.

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