XANT and HubSpot: Lead Nurturing and the Half-life of Leads

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If you’re in the lead generation or sales space, you know how important lead nurturing can be. It’s how you build your business and create educated, more-likely to buy buyers.

One of the biggest misconceptions out in the industry is that a lead nurturing technology alone is going to solve all your problems. That’s only half of the solution.

In a recent eBook done with XANT and Mark Roberge, SVP of Sales & Services at HubSpot, Mark demonstrated this common problem.

“I’m always asking our customers what pieces of software they want to start with. For whatever reason, it’s never our blog and social media tool or our landing page and CTA manager,” he said. “They all want to start with our lead nurturing tool that allows them to segment their leads and create email marketing campaigns.”

What’s ironic is for the most part, these clients are often building their lead funnel with bought lists and names from a tradeshow that they’ve built over the last 15 years. A lead nurturing system isn’t going to cut it.

Why? Because all databases have a half-life, according to Mark. View the image above for a visual representation.

“The industry data shows that if you were very fortunate to have 50,000 fresh, inbound leads right now, a year from now 25% will be irrelevant,” he said. “That means 25% of those people would have moved on, changed roles, or are not a buyer. Every year that goes by the list is shrinking by 25%.”

The key take-away from this is to not jump into lead nurturing unless you’re constantly generating 25% new, fresh leads to refill your attrition. Otherwise, your pipeline of leads will dry up.

So how do you keep your leads from evaporating? Perhaps the best way is to create meaningful content that creates traffic to your website where leads asked to be added to your list. Whitepapers, case studies, eBooks, product demos and a quality blog are all types of offers that leads will find through organic search traffic and, hopefully, convert to a lead on your website.

For a larger conversation on lead nurturing and other sales and marketing related topics, read our eBook, “Secrets Revealed: Master Tactics for Exponential Growth and the Secrets of Contact Rates,” with content from Ken Krogue, President and co-founder of XANT, and Mark Roberge.

What are some steps you take to ensure that your lead funnel doesn’t dry up?

Image Credit: HubSpot and XANT Secrets Revealed

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