One of the biggest marketing challenges brands face today is lead engagement. This is especially true of brands that sell high-consideration goods and services through dealer or retail channels, as they have little to no direct control over the sales force selling their products or services. However, what brands in this space can do to influence purchase behavior is implement a lead nurturing strategy.
Email is the most common way to nurture leads, mainly because you can fully automate, customize, and segment your emails so that they are as relevant as possible. If you’re using email for lead nurturing, you probably already have information about certain characteristics and behaviors of your prospects; therefore, you should develop content that marries well with what their interests are at different points in the buying cycle, or based on what got them on the list in the first place.
If you are a marketer responsible for driving sales through a national dealer network, you know how difficult it is to keep your prospects engaged in the pre-purchase phase of the customer lifecycle. That’s why email marketing and lead nurturing plays such a crucial role in whether or not your prospects will actually buy your product at the end of the day. But in order to implement an effective email marketing and lead nurturing strategy that converts sales, you can’t fly by the seat of your pants.
If you’re reading this post, there’s a good chance you’ve probably spent hundreds of thousands of dollars - if not millions - on generating leads. You know first-hand how time consuming, expensive, and challenging it is to make the most out of every new lead you acquire. And for high consideration products and services, lead acquisition has a higher cost, and prospects spend a longer time in the buying cycle.