Important Tips for B2B Lead Nurturing
Lead nurturing is one of the primary activities in B2B lead generation. Here are some important tips on
lead nurturing that need to be addressed for marketers to succeed in it.
Lead scores are very useful in determining whom to pursue. It is the only link to online behavior that
drives choices of follow-up actions (e.g., which email template to use or how much of personalization
is required). B2B marketers require a good scoring process that has sophisticated algorithms based on
explicit and implicit information about prospects. However, the rules of scoring needs to be constantly
looked into and reworked based on lead profiles a marketer wants to focus.
Marketing department facilitates sales conversations through lead nurturing programs. Although sales
people have the actual conversations with prospects, the pathway is made clear by marketing
department via sending personalized email messages and sharing relevant content.
It is important to think holistically about nurturing and the customer viewpoint. Although we agree that
“hot” leads need prompt action to close a sale, more often than not the nurturing continues in the
sales organization. Therefore, it is important not to let arbitrary boundaries or semantics cloud the
need to support a prospect seamlessly through his/her purchase cycle. Even existing customers need to
be nurtured on a regular basis.
Lead nurturing exercise needs to be tweaked based on responses obtained from prospects and
customers. Since the environment changes constantly, yesterday’s success may not work equally well
tomorrow. Therefore, it is important to monitor constantly and optimize as required. Marketing
automation solutions help in tracking lead nurturing process and sending automated emails. By using
these solutions, marketers need not worry about company size of the prospect. In fact, nurturing is the
best way to scale when there are few resources.
Despite the use of automated solutions and the fact that it enables huge productivity gains and
provides the ability to scale, measure and optimize nurturing tracks, lead nurturing needs constant
monitoring. More importantly, content shared needs to be fresh and relevant.
All B2B marketers need to remember these basic lead nurturing guidelines while marketing their
product or service. Customers are rarely ready to purchase during the first contact. Lead nurturing and
content marketing are a powerful combination that helps a prospect chart a path down a purchase
cycle. It also helps add credibility to the marketer and increases brand loyalty at a later stage.
Read more on - Search Engine Optimization Tools, Drip Marketing