Your website visitor has now converted himself into a lead by virtue of his asking for and receiving information about your product or services. It is time to nurture him, to walk him through the sales funnel.
In inbound marketing, we accomplish this through lead nurturing campaigns and marketing automation. This is done using software like HubSpot. It allows us to divide your leads into separate lists according to their expressed interest. We then can tailor your message to each list. This “workflow,” including an email nurturing campaign, provides a pre-planned, automatic progression through the sales process or funnel. A fully nurtured lead is then referred to sales. They don’t have to chase prospects that are unready. Traditional sales rely on outbound contacts from cold calls to mailings to follow-up phone calls. This ties-up resources chasing undecided prospects.
What salesperson wouldn’t love to have a fully nurtured, ready to buy customer handed off to him from marketing?