Heard about lead nurturing and wondering how it can help your MSP business? This post introduces you to the basics of lead nurturing and provides insights into the lead nurturing process so that you can create a unique lead nurturing process that suits you and your MSP business the best.

What is lead nurturing?
Lead nurturing is the process of educating your leads, gradually nudging them towards your company as they are about to make a purchase decision and finally, pass on the lead to your sales team for conversion.

Why do you need lead nurturing?
Lead nurturing lets you become an ally of your lead by handholding them through the learning and decision-making steps that they go through before making a purchase. In a B2B environment, where the stakes are high behind every purchase decision, becoming an ally or a trusted partner increases your chances of closing a deal.

Is there a specific lead nurturing formula that you can follow?
The answer is no. The process of nurturing leads is as unique as the leads themselves. What works for one set of leads may not work for the other. You have to study your business, prospects, operating environment and then create a lead nurturing process that works best for your business. In fact, you may need more than one lead nurturing program in place, depending upon your target audience.

What are the characteristics of a successful lead nurturing campaign?
The success of a lead nurturing campaign depends on its ability to hold the audiences’ attention. Touch upon areas that are of concern to them and personalize your communication with the audience. Buyers today look to educate themselves before making a purchase decision. They will welcome any communication from you, which adds value to their quest for information. At the same time, today’s B2B buyers are wary of blatant marketing messages and overzealous salespersons. So, the aim is to ensure that your lead nurturing materials are actually informative and value adding, and not just concealed marketing messages.

Lead nurturing provides you with the opportunity to tap leads that are otherwise wasted and helps you cut costs that are associated with acquiring a new customer. The key is to keep your lead nurturing campaigns interesting, consistent and targeting the right prospects through them.