As we have mentioned, lead scoring and lead nurturing are part of a 360º Marketing strategy : while the first is responsible for classifying your contacts based on their interest in your products or services, the second focuses on generating campaigns with which your contacts increase interaction and interest in your business with the aim of advancing their purchasing process.
The importance of lead nurturing
On the one hand, lead scoring is a methodology shared by indonesia phone number data the marketing and sales teams that attempts to automatically classify potential customers with the aim of grouping them and identifying their moment within the buyer journey, or in other words, their predisposition to purchase. Likewise, this methodology establishes a scoring system with which we rate contacts based on the actions they perform on our website and their reaction to our marketing actions.
Lead nurturing, on the other hand, is the process by which a relationship is established with users by offering them a constant flow of useful and quality content through marketing automation actions and campaigns. This relationship, in fact, is evident in the statistics. According to The Annuitas Group, those businesses that feed their prospects with specialized content experience a 451% growth in qualified leads.
In addition, lead nurturing, as Pardot points out , aims to create a bond of trust between the user and the company in which the company is positioned as a relevant source of information, and the relationship that potential customers desire is built. It also aims to accompany the user throughout their purchasing process and position the company as the best option at the time of decision compared to the competition.