リードナーチャリングが必要な時代
リードナーチャリングとは、マーケティング用語で見込み客や既存顧客に対し、商品購入までのアプローチを段階的、継続的に行い、ステップアップするように購入意識を育てていくことです。特に不動産やリフォーム、車、保険、ウエディング関係などの高額商品や、決済に時間のかかるBtoBビジネスなどではリードナーチャリングがよく使われます。リード（見込み客）をナーチャリング（教育）する事を指し、受注角度の高い見込み客（ホットリード）だけではなく、受注角度の低い見込み客（コールドリード）にも効果があります。
特に高額商品や決済までに時間のかかるBtoBなどでは、見込み客との関係性を深めるまでに時間がかかります。このプロセスを可視化し、効率的に行う方法をリードナーチャリングと言います。
リードナーチャリングの考えを導入していない会社は「即決」を顧客に迫り、ある側面（売上げの多少の即効性など）では成功しますが、ある側面（生涯顧客利益「LTV」や成約率など）では失敗しがちです。会社の状況にもよりますが、出来るかぎり見込み客の状態に合わせたリードナーチャリングを行うとビジネスが成長しやすく、現場も合理的に考える事が出来て、売上げも上がりやすくなるでしょう。
大事なことは、プロセスを段階に分けて対応すること
リードナーチャリングではセールスまでを大きく分けて３段階に構成する事が出来ます。
①リードジェネレーション（見込み客の獲得） ・・・ まずは自社の商品やサービスに興味のありそうな見込み客を集める段階。展示会や試供品、無料オファーの提供や、メルマガ登録、モニター募集など様々なアプローチで顧客との接触経路を築きます。大事なことはメールアドレスや住所録など、接触出来る情報を集めることです。
②リードナーチャリング（見込み客の教育） ・・・ メルマガやSNS、イベント、セミナーなどを通じて、商品やサービスへの理解度を深めます。やみくもにメールの一斉送信などではなく、その顧客の状況やレベルに応じて最適なコンテンツを送ることが理想とされています。初めてメルマガを読みだした人と、セミナーにも参加して、試供品を試した人では受け取る情報の理解レベルが違いますので、最適なタイミングで最適なコンテンツを届けるようにしましょう。
③セールス（顧客化） ・・・ リードナーチャリングの最終目的は顧客化です。セールスをしやすくするために、どのコンテンツから流入してきた顧客なのか、どういった行動を行っていたのかを把握し、適切なアプローチを取ることが出来ればセールスはとても行いやすくなります。即決を狙いすぎる無理なクロージングトークや無理なダンピング（値下げ）などで、現場や経営状況が疲弊するよりも、だいぶ楽なセールス活動を行うことが出来る可能性があります。
重要なことはセールスプロセスのシナリオ作り
リードナーチャリングの重要なポイントはシナリオ作りです。セールスのシナリオ作りの最初の段階では、効果的な内容を作れない可能性もあります。トライアンドエラーを繰り返し、自社の状況や顧客にあったシナリオを作成出来れば、適切な見込み客に、適切なタイミングで、適切なコンテンツを提供し、科学的にセールスプロセスを踏むことが出来るでしょう。
ある調査結果では、自社のフォローを止めてしまった見込み客の約75%もの人が2年以内に同業他社で商品の購入を行うようです。これは会社経営において大きな機会損失ではないでしょうか。
マーケティングオートメーション（MA）ツールやSFAなどのツールを活用したり、WEBでの接触だけでは無く、リアルなコミュニケーションなど様々な方法で見込み客と接触しましょう。
見込み客にとっては情報も多く、何を選べばベストなのかが分かりにくい時代ですから、リードナーチャリングを行うことでビジネスは飛躍する時代です。
4年間経営した会社を倒産後、再度起業したインターネット広告代理店（エックスラボ）を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。
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