Lead Generation Versus Lead Nurturing – Why Both Are Important For Your Sales Strategy

 


Focusing on leads is bound to be their top priority for most companies. This doesn’t come as a surprise. Indeed, nurturing leaves a lasting impact on all leads further down the journey to conversion. Thus, the emphasis is put on what happens after a lead comes in. Nurturing takes the lead to keep it steady until the deal is closed.


Capture Australia's Stark Competitive Digital Market's Lead Generation Sydney Accepted Strategy Standards Lead creation can greatly boost your results, whether investing in B2B Lead Generation Services or running in-house campaigns.

Lead Creation Is Not Just A Numbers Game


Finding new customers is what lead creation entails. This component of the sales strategy focuses on outbound. New customers can be reached through multiple channels, including cold emailing, pay-per-click advertising, SEO, social media campaigns, and even via specially designed landing pages.


You want to create awareness and subsequently guide possible clients into the pipeline where they can be targeted for conversion.


Most businesses fumble this part by assuming that nothing else is required once a lead is created. They put so much effort and resources into the start to bring people into the funnel, but they subsequently neglect the funnel. That initial connection, as valuable as it is, means very little without what comes next. 

Why is nurturing leads integral to sales and the most underappreciated step?


Nurturing leads is the process devoted to engaging and converting those potential customers who have already been identified. Think follow-up emails, helpful content, personal reach-outs, retargeting campaigns, etc. It’s everything that instils trust and answers questions, pain points, and value for the potential customer, but done gradually and slowly. 


Let's throw some numbers out there. Imagine you’re an organisation that subscribed for B2B Lead Generation Services, expecting to get ten new leads daily. Without nurturing, maybe one out of ten converts, which totals to 10% conversion. One greatly designed nurturing strategy could yield an increase of three times the amount, turning the total conversion amount to 30%, or even higher. 


Lead nurturing, contrary to popular belief, is not about being overbearing. It is merely being there when needed. The conscious shift in customer behaviour, combined with ongoing technological advancement, plays a colossal role today more than ever. Nurturing strategies guide buyers through the buying process seamlessly.

How The Two Pair: An Example From Real Life

Consider, for example, that a tech company based in Sydney markets a new SaaS product. They engage the services of a lead generation agency located in Sydney to create a campaign aimed at mid-market companies within the region. The campaign achieves its goal; leads are coming in thick and fast.


However, with no nurturing plan in place, the sales team sends one follow-up email, which is ignored.


Now, consider that same company supplements their ad campaign with an audience-focused content strategy aimed at their pain points, such as tips, case studies, product demos sent via email, personalised check-ins, and even webinars. There would be value-based follow-ups as well.


Now, the leads don't only receive communication from the company; they have begun to trust it.


That is the difference.

When it comes to consistency versus timing, both are crucial. 

The other blunder companies make falls under – relying too much on timing. For example, if a lead is not ready to buy, it is "dead."


This is not true.


Especially when it comes to B2B, the purchasing decision takes time. The first interaction is more likely just the initialisation phase. Still, that initial phase will eventually blossom if you’ve built a sound strategy that generates leads and actively engages them with email marketing, remarketing ads, social proof, and educational content.


  • Creating leads sparks interest, while nurturing helps build the relationship.


  • One without the other is like starting a story and never finishing it. 


  • The Importance of Data in Smart Lead Strategies 


Data isn't just a meaningless term; it is your foundation. In data-driven lead generation, data enables you to reach the audience that matters. Nurturing helps you craft personalised messages, monitor participation, and determine when a lead is ready to engage with sales. 


With modern platforms and CRMS providing real-time data insights, businesses can optimise both ends of the funnel. You will know which campaigns bring the best leads, which emails receive the most clicks, and what conversion stage the leads are at. 


It is no longer about guessing. It’s knowing and adapting. 


So, Which Is More Important? 


Here is the honest answer: they both do. 


Lead generation gets all the attention. Lead nurturing receives it. 


Ignoring either one of these two will be like running a marathon with one shoe. Sure, you will make some headway, but it will be cumbersome and excruciatingly slow. 


You need to create a flow to devise a sales strategy that works. Draw in the right people, engage them, and assist them in making a choice, sans pressure, but with a clear intent.

Ready to Get the Balance Right?

Your sales funnel triggers a bottleneck; leads are insufficient or going cold too quickly. An approach realignment might be in order. A potent strategy encompasses more than just generating contacts; it focuses on transforming contacts into conversations, conversions, and achieving a successful outcome.  


Here at the Lead Gen Agency, we assist businesses to achieve just that. Be it powerful lead creation strategies or nurturing workflows, data-driven nurturing workflows.


We approach businesses from a results-oriented framework. From exploring lead creation Sydney for local businesses to scaling up B2B Lead Generation Services for national brands, we are with you every step of the way, tailoring a system fit for your business that ensures growth of leads and revenue.


Say we are together, working towards getting better results. Level up sales, strategies, and talk to us today to realize the potential for evolution.

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