Tips for Lead Nurturing Success
In a typical B2B cycle all the leads that you generate today may not be sales ready. Marketing automation
tools help companies align their sales and marketing functions and provide insights into the buying
behavior of the customer. It helps evaluate the buyer’s stage and his intent so that right information can
be sent to him. There needs to be focused approach on leads that are not ready to buy.
Lead Nurturing can help build brand and product by cultivating prospects by providing highly relevant
educational content to prospective buyers early in the buying process. Marketing automation helps real-
time, one-to-one conversations with your prospects based on their actions.
This can be in the form of an email, direct mail or creating a task on the customer relationship
management system or specific offers and packages based on the prospects requirements. For lead
nurturing to be a success marketers need to categorize the leads based on their sales readiness.
According to Aberdeen Research, implementing a lead nurturing practice can yield a 50%+ increase in
sales-ready leads, making a large impact in a company's revenue and growth goals.
Highly Effective Lead Nurturing Strategy
Some of the best practices in lead nurturing that can bring about the desired results are:
Engage the Prospect – Chalk out a strategy and deliver high-level, engaging content that helps
them formulate and conceptualize the challenges they face. The kinds of content that can be sent
include white papers/articles, case studies, data sheets, videos, podcasts, webinars, links to
specific industry news/resources and interviews with experts/executives.
Personalize – All interaction with the prospect should have a personal touch and it brings you
closer to the customer. All communication with prospects should be meaningful, consistent and
relevant. Relevancy is one of the key factors in generating a consistent response from your lead
nurturing emails. There is much higher chance of your prospect responding if you provide
information they want.
· Creating an Agenda or Timing - It is extremely important to keep your prospect engaged with vital
information. You need to strike the right balance between over and under information. Keeping a
schedule helps you keep track of where you are in the lead nurturing funnel.
· Re-engage with Prospects – Many a times leads that had shown interest in your product get
stalled. This could be because of different reasons, they may be in need of more information or their
budget might have shrunk or any other. It is important to understand the problem and deal with it
accordingly. You can introduce some more content, in the form of case studies, share success stories
and customer testimonials, to re-engage the lead and pick up the threads from there.
Strengthen Relationship – Once the image is built, you need to strengthen it and maintain that
interest further. You now need to send a controlled communication to influence the prospect’s
buying decision. Once the prospect is purchase ready, it is time to pass them on to the sales
team to close the deal.
Lead nurturing is a continuous process. Once you have signed the deal you need to make sure your
customers are getting the relevant content that will ensure their continued success. Retention is the new
acquisition. In going through the above stages of lead nurturing, you can build up a relationship with the
prospect and seamlessly progress to making them potential customers. These best practices can help
marketers achieve better sales and improve ROI.
Ideally, Marketing, Sales and channel partners should work together rather than existing in silos, to
engineer a productive customer buying funnel. Using a customer-centric approach can improve
effectiveness of marketing and sales and enable organizations to shift to a more customer-focused model
and drive success as measured in leads converted to sales opportunities.
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