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Is your lead nurturing strategy optimal?

By:Publipage

Is your lead nurturing strategy optimal?

An effective lead development is crucial for a successful B2B sale.

’Lead nurturing increases sales opportunities by over 20%.’’

’Lead nurturing can help you create a relationship of trust with your buyer.’’
Since some of your leads won’t be ready to make an immediate purchase, it’s important to have a strategy in place to maintain a relationship with them while they make their decision. You might wonder: ‘’Where do I start?’’. Following are a few steps that will guide you along.

Planning

Before you start launching lead nurturing campaigns, take the time to plan carefully. Ask yourself these questions:

  1. Am I familiar with my clients’ sales cycle? This first step is vital. You must be able to define the typical sales cycle of a client. It’s the basis of any successful lead nurturing campaign, since each stage of the cycle will help you determine the content of your campaigns. Make sure to involve your sales department, as they are in contact with your customers and can validate your ideas and assumptions.
  2.  Do I have enough quality content for each stage of the sales cycle? Ensure you’ve produced enough content and communication means to share your content with targeted buyers at the opportune moment. You can create the best sales cycle chart, but without content you will find it very difficult to convert anyone. A way to verify that you have all the appropriate content is to put yourself in the place of buyers about to make a purchase. Are they looking for more information on the product? Do they need require more clarifications on your proposal’s value?
  3.  How will I evaluate my results? By keeping count of every firm sale? Will this be done through the percentage of leads that move on to a next step in their sales cycle? You need to set a method before you start. That way, you can truly evaluate your campaigns.
  4.  What am I looking to accomplish? Do you want to see an increase in your firm sales? Do you want to build a relationship of trust with your buyers? A lead nurturing campaign can have more than one objective. Determine the exact reasons why you are launching a particular campaign and share them with your team. This will help you establish business expectations.

Execution

Usually, a lead nurturing program uses the following communication mechanisms: emails, case studies, articles, events, podcasts, white books, social media publications and online seminars. Use the sales cycle chart you created during your planning and assign to each stage the required content elements (emails, case studies on star products, invitations to online seminars). Think of the information your buyers will need at each stage. What questions will they have? Come up with the answers using the mechanisms listed above.

Good practices dictate that combining several mechanisms at each step is the way go, because all buyers have their preferences regarding communication methods (written, audio or video). It would be beneficial to make sure that each communication brings your potential buyer to the next step in the sales cycle. You should also provide a way to contact the sales department during the last phases of the cycle.

An example of a lead nurturing campaign could be:

  • Day 1: The visitor downloads the documents on ‘’Effective lead nurturing’’ (capture the visitor’s information for future communications) .
  • Day 3: An email is sent to the lead to thank them for their interest and invite them to an online seminar on lead nurturing.
  • Day 7: The lead watches the seminar. A follow-up email is sent to ask them if they would be interested in finding out how your product can help with lead nurturing.
    • If « yes », plan a demonstration with the sales department (qualified lead!)
    • If « no », continue the nurturing.
  • Day 15: Send an email regarding a case study with one of your clients.
  • Day 21: Send a follow-up email. Offer other relevant information (case studies, new articles published on your blog, etc.)
  • Day 30: The lead calls the sales department (qualified prospect!)

How many communication attempts you make and how much time you allow between each attempt should be based on the duration of a typical sales cycle and on the complexity of the product or service you are offering. The longer and the more complex a cycle is, the longer you should wait between each communication.

With this information, you should be able to launch your own lead nurturing campaign. If you have any questions, Publipage is there to help you.

The effective development of leads is crucial for success in B2B sales. Are you certain your strategy is as optimal as it could be?

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