Behaviour-triggered lead nurturing has emerged as a powerful strategy - it is based on the idea of sending them down the funnel in a way that is tailored to their needs, based on how they behave on-site – which pages they visit, what content they look at or search for. It's a method that has transformed how companies guide prospects through the sales funnel.
In this first article on triggers, I'll present the statistical effects of triggered campaigns.
Forrester Research found that companies excelling at lead nurturing generate 50% more sales-ready leads at a 33% lower cost per lead. This isn't just a marginal improvement; it's a significant shift in both efficiency and effectiveness.
These companies see a dramatic reduction in ignored marketing-generated leads, from 80% to 25%. This improved alignment between marketing and sales is crucial for overall business success. Moreover, there's a 7% increase in win rates on marketing-generated leads and a 6% decrease in "no decisions."The effects are paralleled in sales performance, with companies adopting this approach report 9% more sales representatives making quota and a 10% decrease in ramp-up time for new reps.
Moreover, Nucleus Research found that marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. This allows sales teams to focus on high-value activities requiring a personal touch.
Aberdeen Group reports that companies using marketing automation experience 53% higher conversion rates from marketing response to marketing qualified lead compared to non-users. This efficiency often translates to shorter sales cycles.
Epsilon research shows that 80% of consumers are more likely to make a purchase when brands offer personalised experiences.
MarketingSherpa revealed that 73% of B2B leads are not sales-ready when first generated. Behaviour-triggered nurturing can help reactivate these leads, turning potential losses into valuable prospects.
The Annuitas Group found that nurtured leads make 47% larger purchases than non-nurtured leads, highlighting the value of strategic lead nurturing.
Audience Understanding:
Develop detailed buyer personas. ITSMA found that while 44% of B2B marketers use buyer personas, only 15% use them effectively.
Customer Journey Mapping:
Salesforce research shows that 80% of customers say the experience a company provides is as important as its products and services.
Trigger Identification:
HubSpot reports that trigger-based marketing emails can generate 624% higher conversion responses compared to batch and blast emails.
Content Development:
Content Marketing Institute found that 72% of marketers say content marketing increases engagement and leads.
Marketing Automation:
According to Adestra, 68% of businesses use automation in some way.
Continuous Analysis:
Forrester Research states that 89% of digital businesses are investing in personalisation, including AI and machine learning for analytics.
In my experience, the key to successful behaviour-triggered lead nurturing lies in the balance between automation and personalisation. While automation provides the scale, it's the personal touch that closes deals. I've seen campaigns fail because they relied too heavily on automation without considering the human element, whereas personalisation without a scaling solution can be incredibly laborious. By leveraging data and automation to deliver personalised, timely communications, businesses can dramatically improve their lead nurturing effectiveness. The statistics support this approach compellingly, from increased ROI and sales productivity to higher conversion rates and larger purchases.
In the next article, we'll explore the types of triggered campaigns and best practices for implementation, before concluding the mini series by identifying the Key Triggers and KPIs for B2B Lead Nurturing to achieve. greater precision in marketing and sales.
If you don't know where to start with triggers, or have a good idea of how to use them but no means to implement, try the Super Benji free trial to keep a virtual eye out on all of your prospects starting today.
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