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On average, less than 20% of the people who come to a landing page are ready, or really convinced, to make a purchase. This is when attending to your leads, in an automated way, becomes an opportunity to sell more.

Surely, if you came to this post, you are at that point where you have a database with leads that you consider qualified but you cannot convert them into clients. This happens for three reasons:

• You don’t answer them fast enough.
• You contact your leads once or twice, and you think that’s enough. ¡Be careful!, we do not mean that you have to saturate it, but you do have to be persistent.
• Lack of a procedure to give it the attention it deserves.

If you want to ensure the success of your sales when developing any Inbound Marketing strategy, it is essential to nurture or mature your prospects.

The lead nurturing process is a way to build relationships with your customers at any stage of the buying cycle. In fact, a well-constructed campaign is extraordinarily positive for achieving a favorable ROI, because:

• Companies that mature well generate 50% more qualified leads to buy, at a cost 33 times lower, compared to those that only use traditional marketing.
• The conversion rate, especially in the stages closest to the purchase, increases up to 2 or 3 times. Leads that go through this process make 47% more purchases than those that are not mature.
• By increasing the ratio, you will need fewer customers to meet your sales goals, which will allow you to reduce the initial investment in lead capture campaigns.
• By linking your lead nurturing process with a lead scoring strategy, you will significantly increase the profitability and efficiency of your Inbound Marketing campaign. Moreover, the emails of a maturation plan obtain a 4 to 10 times higher response rate, compared to those that are sent without purpose.
• A maturation strategy will focus your sales team on those leads with high value.
• The most important thing to convert your leads into sales and get the results you expect is to give them attention and have a personalized conversation with them. Those prospects that receive maturation produce 20% more sales opportunities, compared to those that do not.

In conclusion, closing sales and having a significant ROI is the goal of every company and this is achieved by implementing a great Inbound Marketing strategy. For more ideas, you can review the Vissani case study.