You’ve probably heard that lead nurturing is the secret to driving sales. But have you heard that those businesses who do it right receive 50% more sales-ready leads? And the best part of all? They achieve it at a 33% lower cost. That’s a win in my book.
But here’s the kicker – 65% of marketers still don’t have a lead nurturing plan. That’s a massive opportunity for companies willing to take the lead. Lead nurturing does more than close more sales; it makes your customers closer and more likely to return.
But why are so many companies still leaving money on the table? While 37.1% of businesses say lead generation is their top challenge, here’s the real twist: half of all leads are qualified – they’re just not ready to buy. Yet. So, if you can nurture those leads correctly, there’s a lot of opportunity in front of you.
Email marketing in lead nurturing
One of the greatest ways to lead nurture? Email marketing. Around 69% of marketers employ it as a lead nurture tool, and it’s no wonder. Emails in a nurture campaign have response rates as high as 10 times higher than your typical email blast. So, if you’re not getting every last bit of email out of it, you’re missing out on a gigantic opportunity.
Even better, personalized emails perform incredibly well, with 8% click-through rates (CTR) compared to the 3% average for standard email campaigns. You’ll likely see them convert if you send emails that speak directly to your leads’ interests and needs.
- 81% of marketers confirm that email marketing is vital for lead nurturing.9
- Nurtured leads via email make 47% bigger purchases compared to un-nurtured ones.7
- Email marketing generates ROI worth $42 for each $1 invested.9
The impact of personalization on lead conversions
Personalization is a big deal when it comes to lead nurturing. Personalized marketing has been proven to increase conversion rates significantly. 80% of customers are likely to purchase if brands offer them personalized experiences. And if you’re determined to carry out email marketing, personalized messages can increase transaction rates by 6 times compared to generic messages.
Furthermore, 60% of marketers say personalization plays a significant role in higher customer satisfaction. Therefore, you may miss out on good stuff without personalizing your contact and content.
- 72% of consumers only reply to personalized messaging.10
- 70% of consumers say they have only interacted with personalized messaging brands.11
- 63% of consumers expect personalized experiences as a standard.12
The backbone of your lead nurturing strategy
You can’t cultivate a lead without offering them something of value. That’s where targeted content comes in. 56% of marketers indicate that having content specific to your leads’ interests is the secret to a successful lead nurturing strategy.
Articles, in particular, are highly effective for driving B2B leads through the sales pipeline, with 55% of marketers naming them the most effective content type for advancing leads.
But here’s the surprise: Aligning your content to the stage of your leads’ buying cycle can improve conversions by 72%. So, the right content can make all the difference, whether your leads are starting to know your market or are ready to buy.
- Content marketing produces 3 times the leads of regular marketing at 62% lower.13
- 72% of B2B marketers indicate content marketing boosts engagement.13
- 91% of marketers leverage content marketing to engage customers.13
Marketing automation: game-changer or time-saver?
You have plenty of leads and a million things to accomplish. So what do you do? 91% of businesses concur that marketing automation is required for lead nurturing across various channels. It reminds you of leads automatically, without losing any touch.
74% of marketers report that their favourite aspect of automation is the time it saves them. It gives you more time to focus on higher-level activities while your lead nurturing system runs in the background, emailing and following up with leads.
Automation even pays off for companies dedicated to lead nurturing. 66% of marketers have automated software reserved only for lead nurturing, ensuring no lead slips.
- 58% of marketers say automation increases their revenue.7
- 80% of leads never convert into sales because of a lack of lead nurturing.7
It’s not all brand awareness
Social media has proved to be one of the most substantial lead generation and lead nurturing tools. 68% of marketers claim they generate more social media leads. LinkedIn accounts for over 80% of B2B social media leads.
What’s most intriguing is that social media platforms such as Instagram can increase consumer interest exponentially. 58% of consumers say they became more engaged with a brand after seeing it on Instagram Stories.
- 75% of B2B buyers and 84% of C-suite decision-makers use social media to make purchase decisions.14
- 62% of marketers indicate that social media is their primary lead generation channel.14
- 60% of marketers use social channels to qualify leads.14
Lead scoring and CRM: making sure you’re nurturing the right leads
So, how do you decide which leads to pursue? That’s where lead scoring comes in. With 84% of companies using CRM systems to qualify lead quality, you can rank your top leads and invest more time cultivating the ones with the highest conversion chances.
The numbers don’t lie: Businesses that use lead scoring close deals 50% faster and achieve 75% higher conversion rates.
- 42% of marketers say they use lead scoring to score outreach efforts.15
- Companies with accurate lead scoring are 2.5 times more likely to achieve revenue goals.15
- Lead nurturing through CRM systems boosts the lead conversion rate by 15%.15
The result of leading the way when it comes to nurturing
With lead nurturing done right, the results speak for themselves. Companies that get lead nurturing right don’t just close more deals – they close 50% more sales-ready leads while cutting costs by a third. That’s not just a win – it’s a competitive edge. The leads purchase 47% more than the leads that don’t go through the nurturing process.
Optimizing your lead management may result in a 10% revenue increase in 6-9 months. That’s not too bad an ROI for investing in the right tools and methodologies.
- 60% of marketers show that lead nurturing is one of the most essential tactics in generating conversions.15
- Nurtured leads buy 47% more compared to non-nurtured leads.15
- 79% of marketing leads never reach sales without lead nurturing.15
Long-term benefits of lead nurturing
Lead nurturing is profitable in the short term, and it has long-term benefits, too. For 48% of marketers, it generates more ROI than traditional lead generation techniques.
Furthermore, companies that invest in developing their leads close sales faster and retain customers longer. Indeed, 50% of sales go to the vendor who responds first, and nurtured leads have a 47% bigger purchase size than those that aren’t.
- 48% of marketers report lead nurturing creates a greater ROI than typical lead generation.6
- 50% of the sales are to the first responder vendor.6
- Nurtured leads purchase 47% more than non-nurtured leads.6
- 84% of B2B marketers use lead nurturing tactics to increase customer retention.2
- 30% of marketers use lead nurturing for building long-term customer relationships.2
- 55% of marketers say that lead nurturing improves sales and marketing alignment.2
What lead nurturing looks like in practice
If someone visits your website and leaves without taking any action, they are not lost. Deel, an HR and payroll software company, understands this and utilizes retargeting ads to pull customers back.
Imagine someone visiting the Deel site without signing up or scheduling a demo. Sometime later, scrolling through Instagram or browsing a news site, they see a simple, vibrant Deel ad that reminds them what they’re missing.
The ads don’t just scream “Buy now!” – they’re talking about value, highlighting how Deel simplifies global hiring, automates compliance, and frees up teams’ time.
This approach works because it uses familiarity and timing. The lead has already met Deel; now, the advertisement nudges them into action when they’re more equipped. It’s a warm nudge, not a cold pitch – and that’s the magic of retargeting as a lead nurturing tactic.
Zapier’s strategy toward lead nurturing is softer, more tutorial-one that’s more guidance than pitch. Their live webinar series, mainly “Zapier 102: Beyond the Basics,” targets users who’ve already shown interest in the tool but haven’t yet fully committed or tested out all of its potential.
These webinars guide users through automation use cases, integrations, and pro tips that save hours of effort. It’s not a product demo, yet it has valuable content that sets Zapier up as an educational companion on the user’s workflow journey.
Here’s the lead nurturing magic trick:
- Those participating are already keen.
- Following a webinar, they’re more convinced of Zapier’s worth and likelier to upgrade, recommend, or automate it into their company’s workflow.
- It’s an understated strategy to drive interest without going straight for the hard sell.
What if your brand did for your customers what a friend would? That’s what DAVIDsTEA does through its milestone email series – and it does a fantastic job of fostering loyalty.
Envision receiving a personalized email from DAVIDsTEA celebrating your ‘tea-iversary’ with them – a year since that initial order. Along with a welcoming message, you might get a one-time-use coupon code or a product recommendation based on past purchases.
It’s not complex, but it makes people feel seen and appreciated. These messages don’t sell a product; they create an emotional connection between the customer and the brand. And that kind of loyalty can generate more repeat purchases than any mass promotion ever could.
DAVIDsTEA’s approach proves that generating leads isn’t all about converting but also about creating lasting relationships.
To sum up the numbers
When used properly, lead nurturing can turn leads into repeat customers while reducing costs and enhancing sales pipeline efficiency. The statistics are irrefutable: lead nurturing can result in higher conversions, bigger deals, and enhanced ROI.
The great news? Most marketers still aren’t tapping into this potential.
You’re already ahead if you’re among the 35% with a lead nurturing strategy. If not, now’s the time to start.
Frequently asked questions and answers
What are three key elements that any lead nurturing strategy will need?
Before you begin any lead nurturing campaign, determine your campaign goal, your target audience, and the buyer’s journey.
What is the best way to nurture leads?
The best way to nurture a lead is to send relevant, useful content to your prospects that genuinely helps them without boasting and bragging about your services and successes.
What is the primary goal of lead nurturing?
At its core, lead nurturing is cultivating leads that are not yet ready to buy. Successful lead nurturing anticipates the buyer’s needs based on who they are (using profile characteristics, such as title, role, industry, and so on) and where they are in the buying process.
What are the phases of lead nurturing?
By nurturing leads through each stage – TOFU, MOFU, and BOFU – you’re moving them from awareness to engagement to sales-readiness. Every touchpoint matters, so keep adding value, addressing concerns, and building trust.
Sources
- Sender: https://www.sender.net/blog/lead-nurturing-statistics/
- HubSpot: https://blog.hubspot.com/blog/tabid/6307/bid/30901/30-thought-provoking-lead-nurturing-stats-you-can-t-ignore.aspx
- Blogging Wizard: https://bloggingwizard.com/lead-nurturing-statistics/
- TechJury: https://techjury.net/blog/lead-nurturing-statistics/
- Visme: https://visme.co/blog/lead-nurturing-examples/
- GetResponse: https://www.getresponse.com/blog/email-marketing-statistics
- Invesp: https://www.invespcro.com/blog/lead-nurturing/
- Hootsuite: https://blog.hootsuite.com/instagram-statistics/
- Luisa Zhou: https://luisazhou.com/blog/email-marketing-roi-statistics/
- Forbes: https://www.forbes.com/sites/blakemorgan/2020/02/18/50-stats-showing-the-power-of-personalization/
- WiserNotify: https://wisernotify.com/blog/personalization-stats/
- Retail Customer Experience: https://www.retailcustomerexperience.com/news/consumers-expect-personalization-reveals-report/
- Sellers Commerce: https://www.sellerscommerce.com/blog/b2b-marketing-statistics/
- Exploding Topics: https://explodingtopics.com/blog/lead-generation-stats
- Zendesk: https://www.zendesk.com/blog/ultimate-guide-lead-nurturing/
