The Importance of Lead Nurturing


The Importance of Lead Nurturing

Inside of Volaris, we have a lot of different businesses that serve many specialized vertical markets. It’s really important to us that we understand what the needs of our customers are as their businesses are changing, so our technology needs to evolve with them.

We try to use every possible avenue to keep up with the customers’ dynamic needs. This includes the traditional in person mediums – one on one, face to face meetings – but also involves using digital marketing and lead nurturing to see what the customers are finding important.

What content are they reading on our website, where are they spending most of their time – we want to ensure that our products are following closely along that pattern.

With a lot of the Volaris companies, it’s a multi-year process when a customer decides to improve an area of their business. Though it may take them some time to decide on a vendor, we don’t want them to lose interest in us during that time. By utilizing various digital marketing tools, we can nurture the customer through the process of them becoming a lead to helping them solve their pain points.

Without lead nurturing, it would be much more difficult to find new customers, maintain strong relationships with our whole database, and ultimately help our customers run a better business. That’s why it is critical to utilize lead nurturing and push our leaders to have it implemented within their business units.

The more we are able to listen to our customers, the more we can create solutions to their specific needs – that’s why lead nurturing is important. 


About the Author

Mark Miller

Mark Miller's avatar

Mark Miller is the Global CEO of Volaris Group and Trapeze Group. In addition, Mark is the COO at Constellation Software – Volaris Group’s parent company. He began his career as a software developer and it was during that time that he cofounded Trapeze Group in 1995. Mark has a passion for software technology and building innovative businesses that last forever. His goal is to help intrapreneurs and entrepreneurs surround themselves with a great team so that they can be leaders in their industries.

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