Use Lead Nurturing to Increase Your Conversion Rates

The 2012 Lead Generation Benchmark Report by MarketingSherpa studied over 1,900 business organizations to identify key industry trends for generating high quality leads, and found that organizations that nurture leads experience a 45% increase in lead generation ROI than those that do not.

At the Rainmaker Retreat, our two-day law firm marketing boot camp, I share the story of an attorney who attended one of our sessions last year. After the first day, she came up to me to say that she had been hearing from us for almost 10 years, and finally decided she needed to attend our Rainmaker Retreat, and how glad she was that she did.

If nothing else, this reinforced to me the importance of nurturing leads. I had no idea it would take someone 10 years to respond to our lead generation efforts, but I’m certainly glad we didn’t drop her off our list. You never know when someone will decide they’re ready to buy, even a decade later!

Lead nurturing is simply helping people rather than trying to sell them something. It is identifying their “point of pain” and giving them the answers that help them alleviate the pain. Those answers can come in many different forms – here are some of the most effective from the MarketingSherpa lead generation report:

The content you deliver should benefit your prospect, whether or not they “buy” from you. By having a lead nurturing program in place, the quality of your leads will increase and so will your conversion rates. Even if it takes a few years for some prospects to get there.

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