Lead nurturing and the sales funnel: What is the process like?
To keep moving forward with the sales funnel, lead nurturing is necessary. This technique is the one that helps and allows leads to move faster through the sales funnel.
The sales funnel helps to identify each of the phases of the sales process, and determines if the strategies that are carried out with each one of them are the most optimal.
To do this, you must take care of the valuable content, and make the accompaniment motivate users to follow the journey through the sales funnel.
Lead Scoring and Lead Nurturing: What are they for?
Lead scoring and lead nurturing are automation techniques that help us classify lead records, and visualize which ones are closest to the purchase.
The first automation technique, known as lead scoring, is what allows us to classify the leads that reach us in the database, to analyze their approach to the ideal client, and the interaction they have with the company.
In other words, this is the first step in the purchase process that helps us classify our audience, and then use effective and personalized strategies to support them during the purchase process.
In this way, we can say that before applying a lead nurturing strategy, we must first classify the leads that are closest to our buyer persona, and that is where lead scoring comes into play.
The best lead nurturing tools
These are some of the tools that can help you in the process of maturing your clients, through the lead nurturing strategy.
Scoring: To detect and classify your potential customers. It is the main tool to filter the leads that come to your website, or social network, and establishes those who have the greatest possibility of buying.
Dynamic lists: Also known as smart lists. These work through a filter parameter that detects the most flexible leads to your website.
Tigger: It is a tool that works as a trigger, and with which several operations can be carried out automatically. Ideal to save time. In lead nurturing it is perfect for joint programming, without limitations.
Workflows: To continue with the strategy used, this tool helps to specify the chains of progressive actions that are created in order to achieve the objectives set. These actions are based on sending messages, or the massive flow of emails.
Chatbots: The chatbot is nothing more than the automated assistant that communicates with customers through messages. This tool helps to offer personalized information, which allows the acquisition of new users. It is used through software that is integrated into the platform to be used.
The software that can help you in this task
There are many software that allow you to develop a lead nurturing strategy, but here we list the most interesting:
Hubspot: It is a platform that has techniques and solutions based on boosting your digital growth, and helps you save time on ongoing tasks.
Mailchimp: One of the best tools to carry out email marketing campaigns, ideal for small and large companies.
Adobe Marketing Cloud: This tool works for content management and campaign creation.
LiverPerson: A leading company in the development of artificial intelligence, and a leader in the Chatbots technology sector.
Wrike: For online project management, this leading company in the sector helps you have control over your tasks and projects. It is perfect for accelerating the success of your team, in task scheduling, perfect for organizing the workflow.
Some Examples of Lead Nurturing
Welcome message: Zandalo
A welcome message is essential, it must be simple, dynamic and well structured. Welcome messages allow you to personalize your content and it is the first impression you give your users about your brand.
If it is the first impression, why not take care of it. As you will see, Zandalo does it with persuasive language, and also offers a 10% discount.
Promotions: OXXO
Promotions are other tools used to continue providing valuable information to the user. It is one of the most used ways to obtain diverse conversions.
These help the sales process, and allow you to retain a purchase. This self-service chain offers a promotion for an extra product, with the purchase of an ice cream.
Subscription: MDirector
Subscription is another interesting example, and this method is perfect for engaging the user. In this example, you can make use of several channels, but one of the most effective is email marketing.
You will allow your users to subscribe to one of your services with just one click.
In the example there is the email marketing tool MDirector, which, thanks to the service it offers, knows how to create a recruitment message, for the subscription of a service. Forms can be essential to attract subscribers, and here it applies very well.