34 Lead Nurturing Statistics to Boost Your Sales

ByJulija A.
January 25,2022

If the most recent lead nurturing statistics are anything to judge by, the digital era has made it impossible to deliver subpar service and stay in business. Unless you already have a well-established brand, missteps with consumers can be deadly. 

That’s why we created this list. Understanding the impact of lead nurturing can help you grow and expand your business. 

Want to know more? 

Keep reading.

Lead Nurturing Statistics—Top Picks

  • 80% of new leads never translate into sales.
  • 96% of visitors who come to your website aren’t ready to buy.
  • Lead nurturing emails get 4-10 more responses than standalone email blasts.
  • 80% of marketers using automation software manage to generate more leads.
  • Organizations that use of marketing automation with prospects experience a 451% increase in qualified leads.

General Lead Generation Statistics

80% of new leads never translate into sales.

(Invespcro)

Most businesses seem to focus solely on lead generation. They want more people to see their products, but they don’t realize that not everyone will be interested in buying them. To get a potential lead to convert, more effort is required than simply showing them something.

65% of businesses say generating traffic and leads is their biggest marketing challenge.

(Hubspot)

Merely finding new leads can be a big challenge, let alone leading a full-blown nurture campaign. To increase traffic to your site, try paying more attention to on-page SEO and have a strong social media presence. Good word about your site will easily spread when you have a large following.

Companies that blog more than 11 times per month get more than 4 times as many leads as those that blog 4-5 times per month.

(Hubspot)

Blogging is another great way to generate more leads on your website. Find professional content writers to manage this for you, and you’re bound to increase your traffic.

96% of visitors who come to your website aren’t ready to buy.

(Marketo)

Not yet, at least. You need to know how to nurture leads if you want to turn these visitors into perspective customers before they bounce.

74% of companies say converting leads into customers is their top priority.

(Hubspot)

Taking a customer from a lead to a genuine conversion is what nurturing is all about. You need to spend some time courting your consumers before they’re ready to make a purchase. More and more companies are beginning to understand this.

Only 29% of brands nurture their existing customers beyond the initial purchase.

(Demand Gen)

Even when you do manage to get a customer to convert, the job isn’t over. Not unless you want to lose them, that is. This lead nurturing statistic shows more brands need to invest their time in keeping their existing customers happy. After all, they are usually the biggest source of steady revenue for a company.

Companies that excel at lead-nurturing generate 50% more sales-ready leads at a 33% lower cost.

(Invespcro)

As you can clearly see, lead nurturing pays off. The most successful businesses that put effort into it see a huge increase in sales and have fewer costs. So, it’s not really just about the momentary advantage and making short-term conversions. It’s about long-term success.

Nurtured leads make 47% larger purchases than non-nurtured leads.

(Invespcro)

Lead nurturing trends show nurtured leads not only make more purchases - they buy bigger, too. Why does this happen? It’s simple. Consumers trust you more. They start liking the company and what it provides, and they’re ready to commit to more things. Any sales pitch works well, and the relationship between the brand and consumer improves.

Outbound leads cost 39% more than inbound leads.

(HubSpot)

At first glance, lead nurturing statistics indicate that inbound leads should be the only thing you focus on. However, inbound leads come to your business on their own, while outbound leads need to be outreached, usually through social media, email marketing, or cold calls. It’s only natural that they would cost more and require more effort. That being said, they are necessary if you want to generate more traffic. The trick here is to find balance and avoid an overly-aggressive, intrusive stance when approaching customers.

Businesses and Lead Generation Statistics

93% of B2B companies say content marketing generates more leads than traditional marketing strategies.

(Marketo)

Content marketing is one of the best ways for brands to engage with customers, and engaged customers always mean more future conversions. Blogs aren’t the only thing you can rely on, either. Videos, social media posts, infographics, e-books, and white papers are just some examples of content that’s interesting to consumers.

(Pinpoint Market Research and Anderson Jones PR)

This B2B generation statistic shows having a wide-spread online presence is the first step to generating conversions. It’s obvious that you need to rank high in Google if you want people to get to your site when they search for a product. But how do you do that? Our suggestion is to invest more in on-page SEO optimization.

68% of B2B companies will use landing pages to nurture new sales leads for future conversion.

(Marketo)

The landing page often introduces consumers to your business, so it must leave a good impression. B2B companies understand the importance of creating a good-looking landing page for an effective lead nurturing campaign.

49% of businesses say most of their leads require “long cycle” nurturing with many influencers.

(Ascend2)

This is especially true for B2B businesses, which generally have longer sales cycles. Sometimes, lead nurturing can take a very long time. To make sure all the effort pays off and results in a conversion, use marketing techniques like email campaigns, which are suitable for long cycles.

51% of email marketers say email list segmentation is the most effective way to personalize lead nurturing.

(Ascend2)

Speaking of emails, here’s a lead nurturing stat that could help you out. Personalization is an important aspect of nurturing leads, and list segmentation could help you achieve it at a higher level. Dividing your contacts into smaller segments based on their interests, location, opt-in frequency, purchase history, or website activity.

34.1% of businesses don’t use any attribution model to measure marketing performance.

(Bizible)

How can you even develop a lead nurturing strategy if you can’t attribute user actions to their place along the sales funnel? You need to measure your performance and figure out how consumers interact with your business in order to plan your next step.

35% of B2B marketers have established a lead nurturing strategy.

(Invespcro)

This is a shockingly small number. Lead nurturing can be particularly fruitful for B2B businesses because the sales process is longer and customers appreciate having the opportunity to build strong bonds with the company.

27% of B2B leads are sales ready when first generated.

(Active Marketing)

This means that more than two-thirds of your leads need to be nurtured. You can do this through an email nurturing campaign, phone calls, text messages, or even face-to-face conversations. Draw your customers in through personal investment and carefully-crafted strategies that will make them feel like they’re making a good decision. Most of them will enjoy being cajoled as long as you do it skillfully. For that to work, you need to figure out what each individual customer needs to do to cross the line and make a purchase.

56% of B2B companies do lead validation before passing the lead to the sales department.

(HubSpot)

When it comes to B2B lead generation, you have to validate leads to avoid overestimating the success of your marketing campaign. To begin with, you should qualify what a good lead looks like for your company. For example, non-sales leads include spam form submissions and spam phone calls, customer service communication, and phone misdials.

In contrast, valid leads result in a genuine interest in your company and an intent to buy. You can rely on tools like Google Analytics to get a clear picture of which companies actually want to do business with you.

53% of marketers say half or more of their budget goes to lead generation.

(BrightTalk)

B2B generation statistics show most businesses are already investing heavily in lead generation. 34% of businesses allocate less than half of their budget to lead generation, and only 14% aren’t sure how much money they spend. 58% intend to increase their lead generation spending in the upcoming year.

Consumer Lead Nurturing Statistics

54% of email marketers say increasing engagement rate is their number one priority.

(Ascend2)

For a lot of people, there are three broad types of email categories: personal, work-related, and brand promotions. The first two are important and likely to be opened, and the last one (which your emails fall under), is often considered spam. Increasing customer engagement through emails can be tough, but there are certain things you can do:

  • Segment your email lists
  • Personalize every single message you send
  • Include CTA buttons
  • Optimize for mobile

Targeting users with content relevant to their position along the sales funnel yields 73% higher conversion rates.

(Aberdeen)

Lead nurturing content statistics show you need to clearly define your consumers’ buying patterns and present them with suitable content. Rely on analytics to understand how buyers go about engaging with your product, then plan out and develop your content accordingly. Don’t get stuck on the awareness stage of the funnel. Follow them through the consideration and decision making stages as well.

59% of marketers agree that creating content is one of the top challenges of lead nurturing strategies.

(Invespcro)

In case you’re wondering how to nurture online leads, content should take first priority. Marketers agree it’s the most challenging part, but it’s absolutely crucial to create valid leads and improve consumer loyalty. So, what’s considered quality content?

Educational videos, interesting blog posts, whitepapers, and generally any kind of subject matter that provides useful information to the consumer and establishes you as an expert in your field. Go for quality over quantity, provide accurate data, and share it on social media to reach your audience.

Lead nurturing emails get 4-10 more responses than standalone email blasts.

(Active Marketing)

Email blasts are no longer among the lead nurturing best practices. To optimize your emails for nurturing, personalize the message behind them through market segmentation and include a useful piece of content your consumers can enjoy. The tone of the email should be friendly and open, and you’ll also need to pay attention to the timing and frequency. Sending emails too often will make you appear like a spammer and turn people away from the brand.

63% of consumers requesting info on your company today will not purchase for at least 3 months.

(Rikvin)

Lead nurturing metrics show converting leads is a long process that requires careful planning. A customer who requests info on your company is usually merely window shopping and trying to determine whether your business is trustworthy. This is particularly true for B2B purchases, and large consumer purchases such as cars, real estate, and home improvement purchases.

45% of marketers don’t know what role mobile marketing has in lead generation.

(Discoverorg)

Despite the hype about mobile marketing, most businesses don’t know how to include it in their lead nurturing tactic. It’s actually straightforward—simply make sure your website and your content can be easily viewed on mobile. As for promotional messages, send short, personalized texts that notify the consumer about upcoming sales or brand deals, and avoid doing it more than once a week.

The number of real estate leads increased by 65% from 2016 to 2017, but the number of conversions dipped by 10%.

(Carrot)

Real estate lead generation statistics can also serve to drive the point home—it’s not enough to get a lead. You have to nurture it if you want an actual conversion. If you focus solely on finding new customers without caring how you approach them, you’re unlikely to get the sales you need to grow your business and generate revenue.

Lead Nurturing and Automation

79% of most successful companies have been using marketing automation for 2 or more years.

(Pardot)

Marketing automation software is the key ingredient in your prize-winning dish. It enables you to automatically manage processes and multifunctional campaigns across multiple channels, reducing the time and effort needed to reach your consumers.

74% of marketers say the biggest benefit of automation is saving time.

(Adestra)

Statistics on lead nurturing indicate that most companies agree on time-saving automation benefits. 68% also think that automation increases customer engagement, and 58% that it enables timely communications. Another 58% claim it increases their opportunities for upselling.

(Active Marketing)

A surprisingly small number of companies use marketing automation to its full potential. Email isn’t the only thing good tools can help you manage. Testing variables, analyzing conversion data, determining ROI, and streamlining other marketing processes are just some of the examples of what it’s useful for.

91% of users believe marketing automation is “very important” to successfully market across multiple channels.

(Marketo)

According to the latest stats, marketing automation lead nurturing is huge. Being able to target different customers across multiple channels is key to getting more valid leads. Catalogs, social media, websites, emails, text messages, and digital ads can all reach a consumer in a different way, but it takes a lot of time to manage so many channels. Fortunately, automation software is your solution.

80% of marketers using automation software manage to generate more leads.

(APSIS)

What’s more, lead nurturing examples show they also convert 77% more leads than before. So, automation isn’t really about laziness - it’s about effectiveness. Creating a multi-channel, data-driven strategy is just the thing you need to stay on top in this competitive market.

58% of best-in-class marketing automation users say the most useful metrics for measuring performance are generated revenue and conversion rate.

(Ascend2)

You can’t optimize your strategy if you don’t know what’s effective. In addition to generated revenue and conversion rate, you can improve your nurture marketing by measuring cost-per-conversion and overall profit.

Organizations that use marketing automation with prospects experience a 451% increase in qualified leads.

(Business 2 Community)

And what’s the end result? A mind-boggling increase in qualified leads. This could be you, and the results could be even better. The initial cost of obtaining the right software will be offset by the increase in revenue, so don’t hesitate when it comes to automation marketing. It’s the right choice for any company that wants to track its progress and get closer to its consumers.

73% of the best-in-class outsource all or part of marketing automation planning.

(The Deep Marketing)

Outsourcing could help you optimize your business to get more customer leads. It can reduce and control costs, maximize external resources, access new markets, and free up internal resources. Outsourcing your automation planning will streamline many time-consuming tasks.

Final Words

Hopefully, our article has inspired you to invest more time in your customers. They will repay the effort by becoming loyal to your brand.

If there’s one thing you take away from these lead nurturing statistics, let it be the fact that each potential lead needs attention if it’s to truly become a conversion. Simply generating leads is costly, and if you end up going nowhere with those customers, it’s just a waste of time and money.

Bottom line:

Invest in automation software to make the process more cost-effective, create a solid strategy, and be ready to experiment and adjust to the shifting trends.

Frequently Asked Questions
What is lead nurturing?

Lead nurturing is the process of building a relationship with your customers along every stage of the sales funnel. It means putting effort into listening to their needs, giving them relevant information that will help them make an informed decision, and generally building trust. Its aim isn’t to generate leads but to turn them into conversions. According to lead nurturing stats, it can be an amazing tool.

It’s a long process that can take months, but it brings outstanding results. People who get in touch with you won’t immediately be ready to make a purchase or hire your company. Through lead nurturing, however, you can ensure they come back and make a commitment to do business with you. What’s more, if you build a relationship based on trust, they’re likely to turn into loyal, recurring customers.

Why lead nurturing is important?

It’s the one thing that will ensure your leads become paying customers. Nurturing cold leads is particularly important because these are the customers that have never had any contact with your business, nor are they actively seeking to get in touch. A few carefully-crafted emails could pique their interest and make sure they remember you. When they do end up needing your services, they’ll know exactly where to look. Even then, lead nurturing won’t be done. You need to cultivate their interest by staying in touch and offering help when they ask for it.

How do you create a lead nurturing campaign?

The importance of lead nurturing is obvious in the conversions it brings, and to begin nurturing, you need a good strategy. Start by defining your audience. Figure out who you want to market to, and then segment that audience into subcategories based on age, gender, purchase habits, or anything else that could help you narrow down individual strategies and deliver a more personalized approach. Once you’ve done that, you can offer your customer something of value instead of immediately jumping into a sales pitch. They’ll pay more attention if you can give before you take from them.

After this, you can start sending emails and making phone calls. Take a look at the email marketing statistics we’ve provided in this article if you need ideas on how to do that. Set up goals you want to accomplish with each email, schedule them to be sent, and then wait. After a while, it’s time to evaluate the outcome and optimize for the future.

Sources

About the author

Julia A. is a writer at SmallBizGenius.net. With experience in both finance and marketing industries, she enjoys staying up to date with the current economic affairs and writing opinion pieces on the state of small businesses in America. As an avid reader, she spends most of her time poring over history books, fantasy novels, and old classics. Tech, finance, and marketing are her passions, and she’s a frequent contributor at various small business blogs.

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More than half (55%) are multi-channel sellers.  Revenue and Sales Statistics Although Etsy's sale statistics recently didn't quite match the boom in 2020, the company is still going very strong. The pandemic has brought about a renewed interest in handmade and vintage items, increasing the platform’s popularity significantly in recent years. With a 25% seller share, Home & Living is the most popular category on Etsy. (Statista) Looking at the best-selling items on Etsy and their generated revenue, Statista compiled a list of the most popular categories among handmade Etsy sellers worldwide as of June 2020.  According to Etsy sales statistics by category, home and living is on the top of the list with a 25% seller share. This is followed by art and collectibles, which accounted for 21%, jewelry with 15%, and clothing with an 11% share.  The least popular group of products were pet supplies, electronics & accessories, and shoes, which accounted for only 1% of sellers each.  In 2020, Etsy was the eighth largest retail website in terms of online traffic. (Statista) The big dog among eCommerce websites, Amazon.com, had almost 3.68 billion visitors per month in 2020 followed by eBay.com with 1.01 billion visits on average each month. eBay, Rakuten, and Samsung also scored highly on the list.  With a monthly traffic average of 289.33 million visits, Etsy statistics had even top sellers jealous, contributing greatly to the platform’s huge revenue increase during that year. In 2020, Etsy generated $1.7 billion in total revenue. (Statista) The revenue of the online marketplace amounted to $1.7 billion in 2020, which represents a surge of more than 100 percent compared to the year before. Etsy had a market capitalization of $7.46 billion in 2019, just seven years after its official launch. According to industry experts, marketplace revenues (including sales listing and transaction fees), third-party payment processor fees, and seller service revenues are the company's main revenue streams.  Etsy’s annual net income in 2021 reached $493 million. (Statista) Looking at the Etsy sales statistics for 2021, there was a massive increase over the $349 million it made in 2020, which itself dwarfed 2019’s $95.89 million. The company is clearly doing something right, and at this rate, the future of eCommerce on the platform is looking very bright. Top sellers on Etsy earn $10,000 per year or more. (The Verge) Amid the many stories from Etsy's sellers regarding their earnings, the conclusion is that the most successful merchants earn $10,000 or more on the platform. Etsy shop statistics vary wildly between the various categories on the site, though. According to some top sellers, they get charged a flat 12% advertising fee that they cannot opt out of. This fee is 15% for other sellers, but that charge is optional.
By Danica Djokic · October 12,2022
Call centers are an inescapable element of running almost every customer-centric business. Regardless of whether you are offering a product or a service or using a call center to market them, you need to provide a line of communication with your customers.  Not all support and call centers actually require a phone line. Call center statistics show that the industry has moved online to a large degree, and many other trends are emerging as companies strive to provide a better customer experience.  Let’s see some of the most important stats about the call center industry in 2022. Call Center Industry Statistics - Key Findings The global market value of call centers is estimated to reach $496 billion by 2027. 87% of employees in call centers report high-stress levels at their job. The contact center software market will be worth $149.58 billion by 2030. Businesses lose approximately $75 billion yearly because of poor customer service. 35% of customers want customer support agents to help them resolve issues in one interaction. General Call Center Operation Statistics Call centers are an essential industry nowadays, especially as many people turn to customer support. After all, the world has made a significant shift toward performing most of its daily life online. So let's check some of the most important stats about this industry. The global market value of call centers is estimated to reach $496 billion by 2027. (Report Linker) Research suggests that the industry's value will keep increasing at a projected CAGR rate of 5.6% between 2020 and 2027. In-house call center solutions have a 5.5% projected growth rate during the same period, while outsourcing will grow by 5.9%. In 2020, US call centers accounted for 29.49% of the global call center market. (Report Linker) The overall global market was valued at $339.4 billion in 2020, with the US share at approximately $100.1 billion in 2020. Other notable markets worldwide were China, Japan, Canada, and Germany, all with strong growth estimates.  Almost a quarter of all call centers in the US made less than $250 million in 2020. (Statista) 24%, to be precise. 13% earned more than $25 billion. 4% made between $15 and $25 billion, while 19% earned anywhere from $5 to $15 billion, and another 19% made between $1 and $5 billion. The contact center software market will be worth $149.58 billion by 2030. (Grand View Research, Inc) According to call center statistics for software, the industry's market size is $28.09 billion in 2022, up from $23.9 billion in 2021. If it continues following the estimated CAGR of 23.2% between 2022 and 2030, it should reach a staggering $149.58 billion by 2030. In 2020, US call center businesses employed 2.83 million people. (Statista) The number of employees in the call center businesses grew steadily from 2014 when 2.51 million people worked in this industry. This trend changed in 2020, though, which saw a drop in the number of employees in the contact center industry compared to 2019’s 2.92 million. Businesses lose approximately $75 billion yearly because of poor customer service. (Forbes)  Based on research in NewVoiceMedia’s 2018 “Serial Switchers” report, Forbes announced in 2018 that many customers were abandoning companies due to poor customer service. Recent research conducted by Salesforce shows that 91% of customers will make another purchase at the same company after a good customer service experience.  In comparison, 70% said they would not buy a product from a company with long wait hours for customer support. If your company is struggling with similar issues, consider investing in call tracking software. Call Center Stats on Customer Satisfaction  Customer support is an essential part of providing a quality service, and companies need to pay close attention to customer satisfaction in this area. The following stats tell us more about customer preferences regarding call centers and support. 77% of customers appreciate proactive customer service. (Zippia) On top of wanting instant support, customers also expect customer representatives and sales reps to anticipate their needs and address them accordingly. Companies that can do that are much more popular with customers. 76% of customers prefer using different support channels depending on context. (Salesforce) According to the call center analysis by Salesforce, email is still the most popular customer support channel, followed by phone and in-person support. Online chat and mobile apps take fourth and fifth place, respectively. 78% of customers don’t like support agents that sound like they are reading from a script. (Zippia) Personalized sales and support communication has been the key for a while now. 52% of customers expect custom-tailored offers at all times, and 66% want the companies “to understand their unique needs and expectations.”  This is no small feat, especially for the largest call center companies serving thousands of customers. Ensuring your company uses good call center software is only half the battle. You’ll still need quality support agents who can convince your customers that their needs are important to your company. 50% of customers believe that the customer service and support from most companies need a major overhaul. (Salesforce) While half of the customers expect better customer support, 60% agree that companies need to improve their trustworthiness, and 55% think companies should work more on their environmental practices. Statistics show that companies focusing on “making the world a better place” always do well. Surprisingly, improving the product was ranked lower, as was using better technology and working on the overall business model. 35% of customers want customer support agents to help them resolve issues in one interaction. (Microsoft’s 2020 Report) Quick problem resolution should be one of the most important call center metrics. Over a third of customers in a Microsoft survey from 2019 said that resolving issues in one interaction should be a priority for the customer support team. 31% claimed that getting a knowledgeable agent is the most important, and 20% said that not having to repeat the same information is crucial. The latter seems like a growing problem, as more than half of customers felt that the departments providing support are not always in sync.  These are definitely the key call center metrics that every company should pay attention to. 92% of consumers hesitate when buying a product if it has no customer reviews. (Fan & Fuel) Worse still, 35% might not buy a product at all after reading just one negative review. According to Zendesk, word of mouth is also extremely powerful: 95% of customers will tell others about a bad experience, and 87% will share good ones.  Unfortunately, another survey shows that 79% of consumers who shared their poor online experience with customer support got ignored. Companies making this mistake should consider hiring a good reputation management service, as it will help improve their sales in the long run. Must-Know Information About Call Center Workers Despite the push toward automatization, live agents are still the pillars of any good customer support team. Here are some stats about the call center workforce. There were approximately 286,696 call center agents employed in the US in 2021. (Zippia) The majority of call centers are located in Texas, or more specifically in Dallas and Houston. The average age of a call center employee is 40 years. Furthermore, 67.2% of all agents are women, while 27.9% are men. 87% of employees in call centers report high stress levels at their job. (Cornell University) Handling customer requests every day is not an easy job. Customer support agents are typically the first line of defense against angry customers, leading to very alarming call center stress statistics. 80% of agents experience angry customers blaming them for things out of their control.  Undefined expectations, lack of incentives, and boredom with mundane, repetitive tasks cause agents to be miserable at work, which, in return, translates into poorer customer experience stats across the board. The average salary of a call center employee is $27,765 per year. (Zippia) Salaries for new agents start at around $20,000 per annum. Those of the 10% top-performing agents can go up to $36,000 or more. The turnover rate for call center agents is over 40% globally. (ICMI) (Mercer) When these call center turnover statistics are compared to the 22% average turnover rate across all industries in the US, it’s easy to see that job satisfaction levels in call centers are troublingly low. Companies need to look into ways of making the job less stressful for their employees and using modern technologies such as AI bots to help facilitate communication with customers. Call Center Technology Trends Good implementation of modern technologies is essential for improving call center statistics and metrics. Let’s check how big of a role software plays in customer support these days.   90% of businesses that use it find live chat software helpful for streamlining call center operations.  (Zippia) According to Zippia’s findings published in December 2021, 29% of all businesses and 61% of those in the B2B sector already use live chat software. 32% of businesses are implementing CRM systems to boost sales and enhance customer relationships. (Zippia) Customer Relationship Management software has an excellent track record of increasing customer engagement. Unfortunately, according to customer service and call center metrics, only a third of businesses make use of it currently. Considering that 31% of customer support teams think that their companies see their work as an expense rather than an opportunity to increase sales, this is not all that surprising. 87% of global organizations that implemented AI did so believing it would give them an advantage over the competition. (Statista) According to Statista, almost 90% of the organizations that implemented AI did so to keep up with the competition, while only 63% did so due to customer demand. Pressure to reduce costs was also a major factor (72%), along with the ability to move into new business spheres (78%). In 2020, 37% of all messages to brand social media accounts were related to customer service issues. (Sprout Social) (Statista) However, most messages (59%) were positive, as customers wished to express their happiness with an excellent experience they’ve had with the brand.  Call center statistics show that in 2020, 75% more customers used  Instagram to message businesses, while Facebook saw a 20% growth in this category. If you are considering implementing social media into customer support options, keep in mind that 18% of customers expect an immediate response; it might be worth investing in social media management tools to help your support team out.
By Vladana Donevski · April 11,2022

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