Lead management is based on the underlying assumption that all customers go through a decision-making process with various phases, which culminates in a purchase. For this reason, you should expect that not all of the leads you generate will be in the same place along this buyer’s journey. Some may still be looking for information about their problem, while others may already want to compare concrete solutions.
Lead nurturing means moving every single lead along their individual buyer’s journey. The phase in which the respective lead is positioned is stored in your CRM system.
How do you benefit from automation in lead nurturing?
For example, you can create campaigns that target specific lead types. This way, you would have the opportunity to provide the selected contacts with exactly the content and information they need to move one phase further in the buyer’s journey.
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