Effective lead nurturing is crucial to successful b2b marketing. 95% of the prospects visiting your website today are there for research, but as many as 70% of them will eventually buy from you or your competitors. Lead nurturing lets you keep moving those leads down your funnel and stay top-of-mind so that when they are ready to buy they purchase your solution.
Lead nurturing can be an extremely effective way to increase your conversions over time and get those additional incremental sales.
Ready to get started? Read below. Ill show you how.
Before starting with the execution of lead nurturing strategy you need to plan out what you need to get things going. Here are questions you should have the answers to before starting with lead nurturing
Typically, a lead nurturing program uses these communication mechanisms: emails, case studies, articles, events, podcasts, white papers, social media messages and webinars. Use the map that you built during your planning stage and map content pieces (emails, case studies on product successes, invitation to a webinar) to each step. Good practice dictates that mechanism be mixed and matched at each step since different buyers’ prefer different means of communication (written vs. audio vs. video). Providing a way to get in contact with sales during the later phases is also a good practice.
An example of simple lead nurturing campaign could be:
Spacing and number of communications should be based on the length of your average sales cycle and complexity of product/services being sold. The more complex and the longer the sales cycle is the more spaced out communications should be.
For some this execution might seem complicated but marketing automation tools make lead nurturing much smoother and efficient by providing automatic follow-ups based on prospect activity. You can create effective lead nurturing campaigns in no time.
After reading this you should be ready to start your nurturing your leads. If you start a lead nurturing campaign after reading this article l would be interested in knowing how it went. Leave a comment below.
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