Lead nurturing: creating engagement and activating relevant relationships Let’s add another element to what we have already written to demonstrate the importance of lead nurturing within marketing projects: the most effective lead nurturing initiatives create engagement because, by their very nature, they are inevitably relevant. Let’s try to clarify the concept. If 54% of email marketers say that increasing the engagement rate is their number one concern, what seems to work best is aligning specific content with certain stages of the customer journey (i.e. being relevant). Knowing what stages potential customers are in along the buying process (and perhaps for how long and how often) and providing content that meets their current needs (whether it’s ads, web pages, emails or other) is by far the most effective way to bring them one step closer to purchasing.
So much
so that targeting users with Australia Phone Number List content relevant to the position they occupy in their “journey” produces average conversion rates 73% higher. Creating engagement and activating relevant relationships (which here is another way of saying “personalized” relationships) are the two capabilities that make lead nurturing strategies absolutely indispensable today. Lead nurturing – supported, as we will say later, by marketing automation – offers brands the conceptual categories and tools thanks to which they can exploit the potential of digitalisation , in the midst of that “chaos” (creative and plural) that it has become the space for discussion with consumers.
Lead nurturing
in the “messy” middle: how to thrive in Germany Phone Number List chaos The infamous funnel has now become so articulated that it explodes into a messy middle, in “a messy middle space” (hence the “chaos” at the end of the previous paragraph), which Google was the first to describe as a graphic representation of the messy and ( perhaps) unpredictable decision-making process through which consumers arrive, or do not arrive, at the purchase. Because, without prejudice to the uncertainty of any formula that claims to prescribe purchasing behaviour, the only evidence that marketers can reasonably rely on today is that between the activation (trigger) and the actual purchase there is a complicated network of contact points (touchpoints) , different from person to person.