Continuing from our previous blog post, we’ll further discuss the process of capturing leads and how to develop them into potential customers. Now that you’ve established your workflow and have found some promising leads, the next step towards gaining new customers is to build on your relationship with your leads and to nurture them.
What is lead nurturing?
Lead nurturing refers to the development of a series of planned actions and communication strategies for the purposes of eliciting certain behaviours from potential clients. The idea of lead nurturing is to guide consumers down their purchasing journey, sending them specific and relevant content which can help convince clients that you both understand their needs and assuring them that you have the solution to their problems.
How does lead nurturing work?
When a potential lead engages with your company, ie. by filling out a form on your website, they can be registered into your lead nurturing program. With Microsoft Dynamics 365 for Sales, you’ll be able track the lead’s level of engagement, create lead scores to qualify which prospects show the most interest in your product or services, as well as send out personalized scheduled emails to continue to engage and nurture leads.
Benefits of Lead Nurturing
Not only will this help leads to get to know more about your company, but it will further produce higher quality leads by filtering out low quality leads from higher quality ones. Furthermore, the ability to send out personalized emails will help you build a more personal relationship with potential leads, allowing you to stand out from other competitors.
Heimdall Sham, Digital Content Creator, WebSan Solutions Inc., a 2017 Microsoft Modern Marketing Innovation Award Winner