5 Powerful B2B Lead Nurturing Strategies That Get Results
Are your B2B lead nurturing techniques need a bit of a refresh? Don't worry. You're not alone. Lead nurturing is a marketing process that needs to be continually worked on, but it's easy to run out of ideas and for your efforts to turn stale.
Many B2B sales and marketing leaders find it frustrating to even try and attempt to find that golden strategy to boost lead quality in their lead generation ventures. On the other hand, there's no greater feeling than seeing your web marketing efforts pay off when you finally find something that works.
You never want to sit idly by watching an opportunity slip away due to mishandling or inadequate B2B lead nurturing.
To assist you in taking care of a potentially leaky sales funnel, we've come up with several B2B lead nurturing tactics meant to help your efforts managing your leads and turn them into feasible conversions for sales.
These are the five practices you need to know.
1. Categorise Your Leads
Different leads require their own amount of lead nurturing – based on the audience. The typical technique categorises leads based on the usual B2B sales funnel. From here, you may try to further divide them down into personalities depending on the lead kind.
Here's are some examples of how you may break leads down in your B2B lead nurturing strategies:
Unqualified Leads
You know a little about these leads, but you still need to research how much money they can make. It's possible that all you have is an email address to work with.
Determining whether or not they should be sent down the funnel will take more time. These leads can be the most difficult to handle, so make sure you evaluate their true degree of interest, include them in emails that encourage them to take specific actions.
However, you mustn't overload them to the point of unsubscribing.
Qualified Leads in Action
These B2B leads are categorised based on how they interacted with your company. They could have gone to your website or responded to one of your lead generation emails.
Perhaps they obtained additional information about your services by downloading one of your pamphlets. Did they get a copy of the pricing guide?
Were they attempting to make more direct contact by completing a form that included a phone number? To personalise your future contact attempt, use the action they took as a guide.
Qualified Leads Marketing
These leads have the potential to be transformed into a substantial sales opportunity, but they require a bit more work to iron out the details. They may express interest, but they haven't given you a deadline or a pricing range.
You'll want to provide them with more thorough information about any product upgrades or discounts you're planning. Encourage them by promising them an exclusive if they take immediate action.
Qualified Sales Leads
These leads should be ready for a salesperson to contact them directly. They want you to tell them more about what they're interested in.
Accepted Leads by Sales
At this point, you should be actively conversing with your lead, setting up follow-up meetings, and working toward their ultimate goal.
"Take time to categorise your leads in any of the ways above so you know exactly what kind of action and approach you should be taking to encourage them to get onboard with what you have to offer and to have the most successful outcome with them as a direct result of your interactions," explains Amy Farrow, a business expert at Assignment Help and Essay Services.
2. Use a Lead Scoring System
Users' actions when supplying you with contact information are rated using a lead scoring methodology. Because not all contacts are created equal, choose which ones should be given a greater point value.
The score value indicates where you should focus your B2B lead nurturing efforts.
Scores can be based on the following actions:
- Demonstrations of products have been requested
- Lingering on specific sections of a website
- Following your social media accounts organically
- The degree of interest in your products or services
Keep in mind that the scores will fluctuate depending on the actions the leads take and the engagement they have with your business. A lead with a high score now may have a lower score in a week.
It's best not to let too much time pass after you've taken action because of this potential change. Define the next steps after you've classified your lead and given it a score. As a result, they are less likely to go cold and miss out on a profit chance.
3. Take Advantage of Email Automation
Using email marketing automation is one approach to keep leads from becoming cold. It's easily one of the best ways to connect with potential and existing customers and an incredible way to nurture leads.
"Emails can assist you with tasks such as automatic email production and alerting you when a lead makes a favourable contact. However, live human interaction isn't designed to be replaced by automation, so pick your approaches wisely," shares Nick Dunning, a B2B writer at Custom Writing and Ukservicesreviews.
A human element is required in all B2B lead nurturing tactics.
Nevertheless, you can utilise email marketing to keep your leads fresh and avoid wasting your lead nurturing efforts because your sales force is overworked. Look for apps that allow you to plan social media posts or notify salespeople when a lead is anticipating a call.
You can also use these apps to keep track of demo or personal consultation requests.
4. Feedback Should Be Heard and Learned From
Nothing beats the feeling of communicating with your leads and learning about their expectations. You'll learn to understand when kids require additional support in particular areas.
B2B lead nurturing teaches you how to convert scepticism into a solid sale, allowing your potential customer to feel confident in their choice.
The idea is to keep customers coming back and make them happy with their experiences with your organisation.
5. Work to resolve the issues that your lead is experiencing
Lead nurturing frequently entails gathering information to assist your clients in making a decision. If something is holding them up and putting them off, you need to address and overcome this issue as quickly and as effectively as possible.
It may be locating information on a product's environmental friendliness. It could be relaying the weather forecast for a potential holiday destination. Be open-minded and patient. Find material to answer any queries your lead may have now or in the future.
If your B2B lead nurturing techniques fall short due to schedule or financial constraints, be sure you incorporate some type of follow-up engagement.
Make it clear that you're willing to work with them to obtain what they require. This is what separates you from the poorer businesses and will make your organisation stand out from the crowd.
It's this kind of attitude that will bring your business organic, long-lasting success.
Guest Author Bio: Lauren Groff is an online marketing strategist at Essay Roo and University Assignment Help. With over five years of experience in the marketing industry, she aims to help both B2C and B2B companies realise their full successful potential. She also loves travel writing in her free time. Also, she is a tutor at Top essay writing services.