Email Marketing Approach

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EMAIL MARKETING

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WHAT HAPPENS WHEN YOU DO A GOOGLE SEARCH?

Email Marketing for Lead Nurturing

Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.

Effectively developing leads in today’s buyer-driven marketplace means establishing and nurturing buyer relationships with a strategic lead scoring system, and then filling out that framework with a thorough content marketing plan.

Before working or buying from your company, potential customers need to know that their best interests are being kept in mind. They need assurance that you’re reliable and that you can continually provide value. The relationship needs to be nurtured.

Why Nurture Leads?

On average, 50% of the leads in any system are not yet ready to buy (Marketo).

Almost 80% of new leads never become sales (MarketingSherpa).

Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost (Marketo).

Nurtured leads makes 47% larger purchases than non-nurtured leads (The Annuitas Group).

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Effectively developing leads in today’s buyer-driven marketplace means establishing and nurturing buyer relationships with a strategic lead scoring system, and then filling out that framework with a thorough content marketing plan.

  1. 67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more. (DemandGen Report, 2014)
  2. MarketingSherpa states that 65% of B2B marketers have NOT established lead nurturing.
  3. Gleanster reports that using lead nurturing showed that 15-20%of the “not yet ready to purchase” opportunities converted into sales.
  4. According to Eloqua, Taleo Corporation saw these benefits from lead nurturing:
    1. increased the number of opportunities entering the pipeline by 118%
    2. nearly eliminated “unrated” leads from their database
    3. improved conversion rates at every stage of the funnel
    4. saw an additional 30% of visitors convert to marketing qualified leads

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  1. Lead nurturing emails get 4-10 times the response ratecompared to standalone email blasts. (DemandGen Report)
  2. According to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead. (DemandGen Report)
  3. According to Gartner Research, lead nurturing can potentially save 80% of your direct mail budget and bring a 10% or greaterincrease in revenue over 6-9 months
  4. Gleanster reports that 74% of top-performing companies use automated lead nurturing.
  5. 86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily. (Statista, 2015)
  6. B2B marketers say the #1 benefit of marketing automation is the ability to generate more and better leads. (Pepper Global, 2014)
  7. 64% of marketers say they saw the benefits of using marketing automation within the first six months of its implementation. (Regalix, 2015)
  8. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Demand Gen Report, 2014)
  9. By spending as little as six hours per week, 66% of marketers see lead generation benefits with social media. (Social Media Examiner, 2015)

To maintain a robust funnel of qualified prospects, you need to learn to love your leads the way they should be loved – with personalized, relevant content provided to them in the right place at the right time. Focusing on lead generation is all well and good, but if you don’t properly nurture those leads once they’re in your funnel you’re missing out. There are typically a lot of leads just stuck in your funnel looking for love. Give it to them.

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SEO content needs to be optimized for leads and your conversion funnel must cater to an individual based on the stage of your funnel that they are in.

This is because SEO is not an isolated practice to be used solely for increasing organic traffic. SEO should work to support lead generation and nurturing efforts by helping provide potential buyers with the exact information they need in the exact moment that they need it.

The goal of search engine optimization (SEO) is not just to increase site traffic or improve your visibility in search engines. You’re reading this page because you want help with SEO lead generation. While its true that improved visibility and higher traffic leads are the building blocks necessary for building or improving solid, revenue-increasing conversions, and encouraging your existing customers to return to your brand over and over again.

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Successful inbound marketing – attracting all three: visitors, leads, and customers, – is not just about putting content on your website. You have to incorporate the right content – that which answers your personas’ questions, speaks to their needs, and guide them at their own pace, through a specific buyer’s journey. In terms of content that increases your organic visit-to-lead conversion rate, it must accomplish three things.

  1. It has to be optimized for the right keywords so that it can be found via organic search.
  2. It must speak to the specific needs and interests of those users. This means that it should answer the questions this user has at the beginning of their buying process – and is ideally, awareness stage content.
  3. You must include CTAs for follow-up offers that are directly related to whatever content you ranked and that is interesting for someone looking to learn more about your topic.

Rankings you can see. Experience you can trust.