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