Lead nurturing is an important tool when it comes to converting sales-ready leads for both new and existing prospects. By implementing a lead nurturing campaign into your marketing strategy, you can increase the conversion of prospects from your existing database to sales-ready leads by 2.0-3.0 times. Typically, 0.4% of prospects from an existing database will become sales-ready before nurturing. Utilizing a lead nurturing program can increase your prospect to lead conversion rate to anywhere from 0.8% to 1.2%. This may seem miniscule at first, but if you have an existing database of 10,000 prospects, it is the difference between converting 40 leads without nurturing to 100 leads with nurturing, which can lead to significant revenue gains.
In addition to generating more sales-ready leads, a strong nurturing program can also impact the number of deals your sales team can close. In most cases, older leads account for approximately 33% of won opportunities without any nurturing. If a campaign includes lead nurturing, about 50% of closed deals will be from older leads. Nurturing does not usually affect the number of won opportunities from leads under 30 days old, but it does increase the percentage of closed deals that come from an existing database. This would mean that by nurturing leads you increase the total number of won opportunities. In fact, lead nurturing has been proven to increase the total number of closed deals by about 33%. Clearly, keeping constant communication with all leads can have profound effects on the number of opportunities won and thus increase your overall revenue.
