How To Boost Conversions With Long-Term Nurture Campaigns in HubSpot

Long-term nurture workflows are basically sequences of contact that are planned to run over a longer period of time. Before we dive into the details, it is important to understand why this is so important. This workflow effectively helps maintain constant contact with the leads who have been unsuccessful at the buyer’s end of the funnel.

It would be foolish of a company to let a lead rot if and when it becomes cold or dormant. Instead, companies now use long-term nurture workflows to revive the dead and dormant leads and get them back on their journeys. 

Understanding Long-Term Nurture Workflows

Companies and their various teams invest a lot of time and energy in effectively creating new leads. But not every lead yields success. As a result, in today’s new age, proper measures are taken in lead creation to maximize effective customer retention.

Suppose a lead is converted. That’s all well and good. Yet, what happens to the leads that become unsuccessful? Rather than forgetting them, companies are now implementing a new method to maximize their revenues.

Customers are often drawn toward new and attractive products in the ever-changing market. However, there are tons of potential leads who don't always convert into end buyers. Given the resources used in creating these leads, it would be foolish to discard them. This is where long-term nurture workflows come into play.

Why Do Leads Become Dormant?

Knowing and understanding why leads turn cold and dormant is extremely important. Despite your team's best efforts, the ever-changing market scenario can turn even the best leads cold. 

• Budget - One of the significant reasons customers don’t purchase a product is the budget or the price. If the cost of a product is deemed high and over the customer's budget, then it will not convert into a purchase. 

• Time Constraints & Rivals - Another top reason leads run cold is customers' time constraints. If the customer doesn’t have the time to check out your product, then they won’t make any purchases either. Furthermore, if a rival’s product appears more appealing, then a customer won’t buy yours. 

• Immature Handling - Time and again, it has been observed that a lead often does not convert into a buyer due to immature handling. In such a chase, the lead isn’t developed correctly and has been hastily rushed to sales, so the lead goes dormant instead of successfully converting.

Despite leads running cold, if they are adequately tweaked with some fine-tuning in the form of long-term nurture, these leads can resume their journey toward becoming end buyers. 

Advantages of Long-Term Nurture Workflows

• New and More Customers:

The most obvious objective is to revive dead and dormant leads via long-term nurture and convert them into new customers. Even if a company manages to bring in a small number of customers this way, it is a win. New and more customers instead of no customers is always better. 

• Less work, More Gain:  

Long-term nurture workflows don't involve a lot of effort to revive the lead from scratch since a significant chunk of work is done during its generation process. Hence, with simple tweaks, the leads become active and bring more customers, effectively showcasing this technique's potential for bringing in more rewards with less work. 

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• Information is Key - A major aspect that needs to be factored in is the large amount of data required to convince a customer to buy a product. However, in the case of long-term nurture workflows, a whole new data set is not required. Instead, with adequate data already in place, the process becomes automated. With automation in place, sales insights and customer behavioral data are gathered. This now helps the company to get a clear understanding of what pitches need to be made to the customer to convert them into buyers successfully. 

• Marketing & Sales Connection - Marketing and sales are basically two sides of the same coin but often work without synergy. With the implementation of long-term nurture workflows, both sales and marketing can be encouraged to work in tandem, thereby bridging any existing gaps between the two. This leads to increased productivity and more customer retention. 

Long-term Nurture Workflows - The Way Ahead 

It is quite evident how long-term nurture workflows are beneficial in the process of turning dormant or even apparently dead leads into active ones. Not only does long-term nurture enable your company to maximize the effectiveness of lead generation efforts, it also helps build a synergy between your sales and marketing teams, thereby impacting your company's overall productivity positively.