This document discusses the benefits of lead nurturing over batch email blasts. It notes that lead nurturing establishes ongoing engagement with personalized communications, educates leads about the business, and allows segmenting leads at different sales funnel stages. Studies cited find that nurtured leads make larger purchases, emails get higher response rates, and nurtured leads produce more sales opportunities. The conclusion is that lead nurturing is superior to general blasts as it provides value to recipients through communications tailored to their stage in the sales process, building authority with the goal of converting leads.
2. Overview
Lead Nurturing...
• Establishes contact and maintains engagement with consistent communication.
• Educates leads about your business, while simultaneously allowing you to learn more about your
leads.
• Allows emails to be personalized and segmented to leads at different points of the sales funnel.
• Enables you to maintain consistent communication with your lead, which educates and builds a
strong relationship with them before conversion.
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3. Better Than “Batch and Blast”
• Relevant emails drive 18 times more revenue than broadcast emails (Source: JupiterResearch)
• Nurtured leads make 47% larger purchases than non-nurtured leads (Source: The Annuitas
Group)
• Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts.
(Source: SilverPop/DemandGen Report)
• Lead nurturing emails generate an 8% CTR compared to general email sends, which generate just
a 3% CTR. (Source: HubSpot)
• Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured
leads. (Source: DemandGen Report)
• 66% of buyers indicate that “consistent and relevant communication provided by both sales and
marketing organizations” is a key influence to their purchase. (Source: Genius.com study)
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4. Take-Away
Effective implementation of lead nurturing works, and it's a far superior
way to move your leads through the sales funnel than general email
blasts.
Why? Because communications are personalized, catered to a prospect or
lead's point in the sales cycle, and are value-add to the recipient,
establishing authority and the laying groundwork for conversion.
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