Lead nurturing – all about increasing lead score and qualifying
The middle of the funnel is really all about increasing lead score and qualifying. With lead scoring, teams work hard to plan events, write white papers, case studies and so forth, all with the intent to engage prospects with content that they "consume" that then increases their lead score to a certain level at which point they’re considered "sales-ready." With qualifying, the objective is to distinguish those leads who could actually become customers today from those who could not, so that the sales teams are not wasting time on prospects who, say, don’t have the budget or the situation needed to purchase the product for example.
The problem of nurturing with email alone – why it's not engaging
Email alone – no human connection means loss to competitors
Study: "Buying preferences in the face of competition." With similar companies competing for a buyer’s business, when one of them used just email to communicate, while the other used email *alongside* other touches with higher levels of engagement, it was found that 70% of buyers were more predisposed to choose the company who engaged them more. The reason is that recipients viewed it as an indicator that the company cared more.. and that customer service and support would be higher after the sale was made. This supports a McKinsey study which shows that 70% of buying experiences are based on how the customer feels they are being treated.What this means is that
Grow your sales by nurturing with an engaging mix of media
If 70% of buyers are more predisposed to choose the company who engages them more with a mix of thoughtfully integrated email, voice touches, texts and notes etc., rather than the company that uses email alone, it really means that doing a *better* job of engaging prospects can result in 2.3x more customers by virtue of not losing prospects from your funnel and having them choose your competitors. Bottom line, a nurturing plan that utilizes a mix of media, has many benefits:
Read our white paper which discusses why companies today are adding a mix of media to their nurturing programs, rather than relying on email alone. Because email-alone has become so cluttered, integrating it with other media like the power of voice to convey emotions and generate actions, along with media that isn't yet overused like texts and notes, generates better results because it better engages.