20 Helpful Lead Nurturing Statistics to Improve Your Sales
Lead nurturing is the process of building a relationship with a potential customer through every phase of the sales funnel. In other words, it is a tactic to convince potential customers to buy a product or service they would otherwise show only interest in.
For these reasons, business marketers need to be aware of the trends and the latest lead nurturing statistics to know how to optimize their company’s website and marketing performance. This will enable them to focus their communication efforts and address the issues potential customers might have.
You may be skeptical about lead nurturing and its importance, and we’ll get to that part in a bit. But first, let’s see some basic stats about this tactic and how you can successfully convert leads into sales.
You’d like that now, wouldn’t you? Alright then, read on!
Statistics on Lead Nurturing (Editor’s Choice)
- 96% of all website visitors don’t have the intention to buy when visiting a website.
- 74% of all global companies say they prioritize lead nurturing.
- Only 29% of all businesses will invest in nurturing their existing customer database.
- The biggest challenge for 65% of all companies is traffic and lead generation.
- 93% of B2B companies believe content marketing to be a more effective lead generation technique.
- 69% of B2B companies use landing pages for lead nurturing.
- Content marketing receives 3x more leads than paid search advertising.
- A staggering 93% of all purchase decisions begin with an online search.
The Importance of Lead Nurturing
Before we go in-depth with the latest analysis and statistics about lead nurturing, let’s look at its importance and what that might mean for your business.
Namely, when visitors browse certain websites and click through all interesting items, they become leads. But lead generation alone isn’t enough to convert those potential customers into actual customers.
And this is where lead nurturing comes in to save the day.
The thing is:
Since it is a form of communication with each potential customer, your lead nurturing strategy needs to be personalized in all aspects – email, content on website, ads, etc.
By creating and sending content that will answer the problems potential customers might have, you provide solutions to their issues. This way you generate sales and also create long-lasting relationships with those customers.
We can clearly see the importance of this tactic in the aforementioned statistics. As a marketer, you should not neglect the use and importance of lead nurturing.
And on that note:
It’s time to face some mind-blowing statistics. They will help you better understand the importance of lead nurturing.
General Lead Generation Statistics
Before you even venture into exploring lead nurturing any further, you need to know a thing or two about lead generation first.
As a marketer, you will have to first employ a lead generation strategy in order to have a substantial customer base for nurturing.
I mean, what is the point of having a nurturing tactic in place if you have no leads, right?
1. Hubspot research states that 61% of all marketers make generating leads and traffic their top priority.
Focusing on selling alone is not the most effective technique nowadays. Businesses that fail to provide compelling content and engage their audience will eventually fail in their marketing efforts.
Here’s the deal:
The top priority for all marketers is to increase the sales rates of their companies. But if you wonder how is that possible if you don’t focus on selling the company’s products or services, we have the answer for you.
It’s as simple as that. In order to increase the number of customer leads, you need to provide the reader with relevant information and a solution to their problem before you even start your sales pitch.
Almost two-thirds of all marketers make lead generation a top priority in their marketing efforts. And with good reason, too. What is a good product if you don’t have anyone interested to buy it?
Speaking of buying, you will also need quality leads, which brings us to this:
2. 68% of all B2B marketers aim to increase the overall quality of their leads.
Similar to the other B2B lead generation statistics, we can see a clear tendency with marketers looking to attract the right audience.
Quality over quantity is the name of the game here. And if you are a marketer, you should jump on the bandwagon in case you haven’t already.
It’s much easier to convert a quality lead, meaning someone who is already interested in what you sell. On the other end of the spectrum, you’ll get a headache if you try to convert a cold lead or someone that just happens to stumble upon your company’s website.
3. Only 16% of B2B marketers rate their efforts as effective.
This B2B generation statistic gives us insight into the effectiveness of such campaigns. As we have stated above, these numbers underline the importance of having quality leads.
It is also much easier to succeed by convincing the interested party to convert than by trying to convince indifferent individuals to buy a product or service they don’t need.
In contrast, about 80% say their efforts are slightly effective, and only 4% say their lead generation tactics aren’t effective at all.
Which leads us to the next stat:
4. Email marketing is the biggest source of ROI for 59% of marketers.
Keep in mind that before you even begin a nurture campaign, you need to generate an adequate and quality amount of leads.
Two-thirds of all marketers believe the highest ROI can be achieved if they focus on email marketing.
This is an important asset that generates the highest number of leads.
That’s the best thing about analytics. They can help you understand which tools are the best for your business. All you have to do is use them, and the following lead nurturing statistics indicate exactly that:
5. Email generates up to 40 times more leads than social media.
Email has proven to be the most effective way to acquire new leads. It’s no wonder that two-thirds of marketers use it as the primary marketing tactic.
What makes email more effective is personalization. Personalization makes everything so much easier and better. But don’t just take our word for it – check out the following email marketing statistics:
6. Personalized subject lines receive, on average, a 26% boost in open rates.
This goes hand in hand with the previous statement. Personalization is not only effective, but it is becoming essential, as people need to feel important when they read your message.
Think about it for a second:
Would you like it if you constantly get generic emails that just sell, sell, sell?
No, right? Me neither. And as a marketer, you need to acquire fresh leads. So, it’s absolutely crucial to make use of this technique and make sure you personalize your emails to correspond with your target audience.
7. Segmenting the email campaigns will bring in 14.31% higher open rates.
By dividing email subscribers into smaller segments, you will be able to deliver quality content to the most relevant audience.
This is the best personalization tactic, and it can generate a higher number of quality leads. From this point on, you can begin to nurture your potential customer list.
Lead Nurturing Statistics
We’ve touched base with the essentials of lead generation and provided some highly intriguing statistics.
Now, it’s time to address the next step – lead nurturing.
As a marketer, you’ve made the first step in generating quality leads. But now it’s time to convert them into customers. To do that, you need to nurture them throughout the whole sales funnel process.
Below we’ll give you some very pleasing statistics and tips on how to nurture your leads, starting with:
8. Companies with quality lead nurturing campaigns generate 50% more sales.
Reports indicate that companies which are actively engaging in nurturing their leads generate more sales at a lower cost. The lower cost is estimated to be around 33%, which is a staggering amount of financial savings.
So, if you have an opportunity to use this tactic – especially if you engage in an email nurturing campaign – don’t hesitate to take action. The numbers don’t lie, and you can only reap the benefits.
This begs the question:
How effective are these campaigns? Let’s find that out in the next stat:
9. Only 42% of marketers deliver effective lead nurturing programs.
While engaging in nurturing campaigns is one thing, being effective with them is a completely different ball game. You can’t just employ a nurturing program and expect it to be effective.
This lead nurturing statistic shows that more than four in ten marketers make the best use of their nurturing programs.
What you need to do is put yourself in the customer’s shoes.
Follow their journey from the moment they click on the website until the moment they leave. By doing that, you will understand what it takes to create a successful and effective lead nurturing campaign.
10. 80% of new leads never turn into customers.
Generating fresh new leads is always a good strategy, but you need to take it up a notch. Nurturing leads is every bit as important as the generation itself.
This statistic indicates that every eight in ten new leads will not buy a product or service. And as we have outlined before, those companies that are successful in nurturing their leads see as much as 50% more profits than those which don’t.
11. 54% of all email marketers say their top priority is increasing engagement rates.
Given that companies who nurture leads report astonishing numbers of converting. Still, it’s somewhat surprising that less than half of all marketers don’t make email nurturing campaign a priority.
We’ve already talked about how important email marketing is. If you’re a marketer, you need to be aware of these statistics and not take them for granted.
Having said that, increasing your email campaigns’ engagement rates isn’t an easy thing to do. Luckily, you can get a head start if you follow closely what we talk about in this lead nurture article. Namely, there are a couple of things you can start doing:
- Segmenting your email lists – we’ve covered this topic before, and we cannot stress this enough. You need to divide your leads into smaller groups for target relevance.
- Personalization of messages – we also covered this and outlined how important it is to make the reader feel important.
- Mobile optimization – in our email marketing statistics article you can find staggering figures of mobile usage and the effectiveness of creating mobile optimized campaigns.
Just by following these three simple tips, you will see immediate results in your campaigns.
12. 59% of all marketers reveal content creation to be the biggest challenge to any lead nurturing strategy.(Invespcro)
More than half of all marketers agree that this is the top challenge they’d like to tackle. In case you were wondering how to nurture online leads, creating content should be your top priority.
With that in mind:
Simply creating and publishing content isn’t sufficient enough. You need to produce quality content on a regular basis.
What constitutes quality content? Informative articles, infographics, educational videos, or can all provide the reader with useful information.
The important thing is to go for quality rather than quantity. You need to set yourself apart from the competition and establish yourself as an expert in your field.
Continue reading to find out more statistics and tips on lead nurturing via content:
Lead Nurturing Content Statistics
Content marketing is any form of content creation, and it generally involves a blog on a website. Its purpose is to provide relevant and insightful information both in written and visual form.
So, go ahead and start a blog. This way, your target audience can learn more about your business, your products or services, and your levels of expertise.
Below we’ll present you some intriguing lead nurturing trends and statistics that will compel you to use content marketing in your strategy.
13. 36% of readers would like to see more list-based headlines.
Research states that people show more inclination towards articles that have lists and bullet points within them. So, next time you write an article, make sure your headline states that there is a list of the relevant information within the article.
Headlines such as “12 Delicious Christmas Recipes” or “5 Ways to Ace Your Next Interview” can compel the reader to click and follow through with the article.
This is a great way to generate leads online. Such headlines attract the audience, but just make sure to stay away from clickbait types of headlines.
14. Marketers who prioritize blogging can see up to 13x more positive ROI.
This should come as no surprise, seeing as reports indicate that blogging actually increases the lead generation rate.
In turn, this has a positive effect, as marketers can convert leads to sales with less effort. The upside is the positive Return-on-Investment that companies report.
Which makes this lead nurturing tactic a fantastic asset!
Speaking of blogs and marketers, maybe it’s time to jump on the following train:
15. Two-thirds of marketers say they use blogs in their content for social media.
(Social Media Examiner)
Almost 66% of all marketers are using content from their blogs in social media posts. This is a compelling fact you need to keep in mind. It also means that many marketers actually do know the best practices for lead nurturing.
Not something you would want to stay away from, is it?
16. 8 in 10 B2B companies consider using a blog as part of their marketing strategy.
(Content Marketing Institute)
With public figures and statistics portraying the striking effects blogging has on website traffic and lead generation, more and more B2B companies are considering using it.
It isn’t easy, of course, but the benefits are, well, let’s just say remarkable. We’ve outlined about a dozen of them so far. And now it’s time to take a look at the metrics behind this tactic.
Lead Nurturing Metrics
Those marketers who are successful in their marketing campaigns don’t make decisions based on how they feel. They do so based on relevant data.
You may ask:
But where does this data come from? The answer is simple – analytics tools.
For this reason, we decided to give you a little wisdom by talking about the metrics that marketers use for nurturing their leads.
Let’s start with some of the basic metrics that you should use and then we’ll proceed with more lead nurturing stats.
17. Marketers outline four essential metrics to measure the performance of their lead nurturing campaigns.
These basic metrics you are: Click-Through-Rate (CTR), Conversion Rate, Time-to-Customer Conversion, and Cost-per-Customer.
Lead generation is the first step to the success of this campaign. You need to acquire a significant amount of leads before you can even proceed to nurture them.
After all, what’s the point of creating a nurture program if you have no leads?
Back to the drawing board:
With effective lead nurture marketing techniques, such as blogging or email, you are one step closer to converting a lead into a sale.
But in order to successfully do that, you need to follow certain patterns for your nurturing campaign to be effective.
Click-through-Rates are the percentage of the audience who engaged with your lead nurturing content or email. This means the audience opened the email and clicked through the link or links in the message. That’s why it is important to be aware of the general lead generation statistics to make sure you know who your target audience is.
Conversion Rates follows the audience’s journey after they have clicked on the link in the email and have taken the desired action. This might mean becoming a subscriber, visiting your Facebook or Instagram page, or deciding to contact you for further information. It all depends on your target goal.
The next metric, which is of paramount importance, is the Time-to-Consumer Rate. This basically tells you how much time it takes for a consumer to become your customer. Nurturing cold leads can be tough, and this metric can give you tons of insight for you to adjust your lead nurturing campaigns.
Last but not least, there’s Cost-per-Customer. You should always look to minimize the cost it takes for a lead to turn into a customer. The cost will start decreasing as your lead nurturing campaigns improve. But until then, remember that your goal as a marketer is to generate as many sales as you can in the most cost-effective way.
Most B2B lead generation marketers might disagree, but it’s up to you to decide which route to take. After all, you are in charge of increasing your company’s sales rate.
You have a task to ensure that the effort of all investments into lead generation doesn’t go to waste. For this reason, you should also make use of marketing automation.
And guess what – we have some interesting stats about this, too:
18. 51% of all companies are using Marketing automation in their strategy.
Just over half of all companies are using this solution in their marketing strategy. Marketing automation is an immensely important part of a lead nurturing program. It provides a lot of online tools that you can use to easily qualify and convert potential leads faster.
Since every five in ten companies are not using that kind of software, it would be a huge bonus to your company’s efforts.
If you’re still not entirely convinced, we have a stat that will surely rock your world:
19. Since 2012, companies that use marketing automation have experienced up to a 451% increase in high-quality leads.
This is a staggering amount, to say the least, which further proves our point. Using marketing automation software can increase your company’s leads in terms of quality.
Quantity is every bit as important, but having highly qualified leads which will turn into paying customers is and must be your ultimate goal.
For exactly these reasons, we are underlining the importance of having a nurturing program in place for all your leads.
And if this still isn’t a good enough reason for you to use marketing automation, then check out our last lead nurturing stat for today.
20. 75% of all marketers say they use at least one kind of automation software.
(Social Media Today)
Three-quarters of all marketers accept the use of marketing automation software. The increase in marketers’’ use of such software further emphasizes that more and more marketers are also embracing the AI revolutio.
Having said that, high-performing marketers are 2.2 times more likely to use AI in their marketing campaigns, according to Salesforce.
There is a slight difference between marketing automation and the use of AI, though.
Here’s the deal:
Marketing automation refers to technologies and platforms created specifically for marketing teams to increase their effectiveness with marketing. It is based on a set of parameters given by a person and are then automatically executed.
On the other end, AI receives the same data given by the person but makes decisions and executes them on its own.
Q: What is lead nurturing?
A: As a marketer, you probably work really hard to generate as many leads as possible. But when the time comes to convert, you usually hit a plateau and don’t see many sales.
For this reason, lead nurturing is ever more important. It is the development of a relationship with your potential customers throughout their journey within the sales funnel.
Nurturing means that you listen to your customer’s issues and problems, you provide valuable information and solutions, answer questions and you make sure to meet all their needs.
Basically, you are taking care of potential clients from the moment they open your company’s website.
Q: Why is lead nurturing so important?
A: Nurturing potential leads and turning them into customers is crucial, as it helps you grow a long-lasting relationship with them over time.
This type of a relationship with your customers will also make sure they stay engaged with your products or services. Such engagement will eventually lead to more sales, thus ensuring a steady income flow for your company.
It is also important because it helps your company increase its revenue, and we have numerous statistics that cement this fact.
These are just some of the key facts and figures indicating the importance of lead nurturing.
Q: How do you create a lead nurturing campaign?
We’ve covered the importance of lead nurturing and its benefits. Now we can give you a little insight into how you can create a successful campaign.
First, you have to start by segmenting your audience. By doing this, you divide your leads into smaller groups so that you can target your audience by relevance.
Second, you need to provide valuable information. Since your leads need answers to their problems, you can start by telling them how your products or services can help them. This is just one of many lead nurturing examples, and it all depends on your target goals.
Third, create email marketing automation campaigns. This way, you send automatic emails that share some insight from your blog or answer some frequently asked questions. Just don’t forget to personalize your messages and optimize them for mobile devices.
Finally, close the deal with your leads. Once you have created and started your nurturing campaign, everything runs on auto-pilot. All you have to do is track the progress, analyze, and adjust. And of course, the last piece of the puzzle – close the deal and make a sale.
And there you have it:
All significant and noteworthy lead nurturing statistics in one place.
Not only that:
We also covered the fundamental metrics to help you keep track of the success of your campaign.
Since people’s attention spans shrink nowadays, we also addressed this and provided ways for you to attract the right audience.
And if you are still unsure, remember this:
If you aren’t nurturing your leads, your competitors probably are!
So get on top of it as fast as you can!