Once your prospect has cleared the first stage of the funnel, that doesn’t mean you’re ready to start selling. According to Gleanster Research, 50 percent of qualified leads will need more convincing before they are ready to buy. That’s where our second stage comes in.
Now is when you start building a relationship with your leads, nurturing them with a whole range of strategies designed to help get them ready to give you their business.
The key to great lead nurturing lies with content mapping, which is how you decide which content is best for which leads, and when to send it to them. Depending on whether your leads are simply aware of your product or service, evaluating what you have to offer, or are ready to make a purchase, they will need different levels of convincing, and you’ll want to devise a different strategy for each.
Middle Of The Funnel Stats:
- Once you’ve initially generated your leads, it’s important to nurture them with content and offers to guide them closer to a purchase. Creating middle of the funnel content will help you achieve just this. Middle of the funnel content is specific and ties in information about your industry to your product. – (Source: Alison Savery, HubSpot)
- Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. – (Source: Alison Savery, HubSpot)
- Relevant emails drive 18 times more revenue than broadcast emails. – (Source: Jupiter Research)
To Be Continued… Next Week: Middle Of The Funnel – Part 2!