Only by satisfying consumers' need for information can companies female database gain their loyalty and, therefore, a good portfolio of clients for the future.
And with this need to be satisfied, the concepts of Lead Management arise , and within that management, what is known as Lead Nurturing, more specifically.
Lead Nurturing
The first important concept we must review is Lead Nurturing : offering the consumer all the information about the product or service, so that they have enough data to evaluate whether they want to buy it or not.
The most frequently used medium to deliver this information is email, although nowadays, Automated Nurturing Flows can be designed and implemented that allow us to deliver this information through different channels such as automatic SMS or automated calls that connect leads in need of information and sales forces or customer service teams.
Whatever the communication channel, there are a number of characteristics common to all of them:Ebook Lead Nurturing
– These are automated information deliveries. This circumstance requires that they be activated in response to a specific action by the client that has been previously programmed. For example, when the client registers for a webinar or newsletter or when he or she wants to download an ebook.
– The deliveries must be individualized. In no case must they be massive, but rather personalized according to the characteristics (demographic or behavioral) of each potential client and the moment in which they are within the Purchase Process.
– These communications must have a clear objective. In one case, it will be for the client to buy; in another, it will be for them to attend a demonstration or subscribe to a service, etc.
– The messages must be personalized. Following the data that is useful for each lead or client.
Thus, the rule for designing effective communication flows is to identify the customer's needs at each stage of the purchasing process. Knowing our customer profiles very well, as well as the process they follow to make the purchase, the possible frictions they encounter, the doubts they face when sending them that information, etc.
And this, in most cases, is achieved by testing. We start with an understanding of our customer, we design a nurturing flow that we think will respond to our customers' information needs, we put it into action and we measure it . So if we notice that there is a point in the buying process where leads are not moving forward, we will know where we have friction points, just as if we continue to receive queries about a certain information, we will know that our leads need that information to continue on their path to purchase.
Lead Management Automation tools make it much easier to nurture leads, follow up, do it on time, and in an individualized and personalized way without having a team of 50 people who spend 8 hours a day calling, writing emails, sending SMS...
Well-built, automated nurturing flows increase customer satisfaction and facilitate the successful purchase of a product or service.
