How can B2B marketers improve their response rates, clearly communicate complex messages and generate high-quality leads?

Lead nurturing is one of the essential elements needed for the execution an inbound marketing strategy. It has always been considered as a bridge between marketing and sales and an opportunity to gain an advantage over your competition. Basically, the inbound marketing is adopted by the companies for generating more leads, so the need and importance of creating an effective lead nurturing strategy becomes higher. Step by step the marketers are moving away from “me-focused” marketing to attract new leads with helpful content. And that trend really makes sense. Why?

According to Forrester's research the leads who are nurtured with targeted content produce a 20% increase in sales opportunities, compared to non-nurtured. That means that implementing an excellent lead nurturing strategy can have a huge impact on the results of your inbound marketing strategy and on the company revenue, as well. I am sure that most of you have wondered many times how to use lead nurturing for your business or which lead nurturing tactic works best?

Determine where your lead stands in the buying cycle and then create a targeted content

Before you start composing your lead nurturing strategy, think of building an individual lead nurturing workflow: Decide who you would like to nurture? Select a goal and send emails to help readers reach this goal. Designing a structured and deliberate experience for your leads is an important part of building the strategy.

The most successful marketing practices have proved that most respondents select vendors who delivered a better mix of content that was appropriate for each stage of their purchasing process. This means if your content doesn’t match the interests and needs to your target audience, you won’t achieve your objects. Once you learn more about your buyers and their preferences, then you will know what assortment of targeted content to compose for each phase of the buying cycle. Working with a marketing automation platform can always help you for the identification and segmentation of your unique buyer personas. In this way you will successfully do your multi-channel nurturing and will engage them throughout the entire sales cycle. The useful tools that marketers need for multi-channel nurturing is marketing automation, social media monitoring/publishing, paid retargeting, dynamic website content and sales enablement tools.

Before starting nurturing your lead, bear in mind the following advice: Never try to get new leads by immediately emailing them a product info. Take into account that many of these leads aren’t willing to learn about a product or speak with a sales representative. Try to build relationships with leads by sending educational content. Offer them to register for a webinar, to download an e-book, guide, infographic or offer, to request for a free consultation, case study or to start a free trial. Then be able to track a lead’s lifecycle stage from visitor > lead > marketing qualified lead/sales qualified lead > opportunity > customer.

Create several types of e-mails

Several research studies indicate that email marketing continues to be the most effective tactic for lead nurturing. So here I list several kinds of e-mails which will help you build up strong contacts with your leads.

- Send emails that establish trust - Such kind of emails create relevancy and trust that will condition your contacts to open future emails. Then provide additional downloads and resources. These emails educate your leads and give you valuable insight into which topics and information resonate with your contacts.

- Provide emails with a CTA for the goal - This e-mail type positions the goal of the workflow as the next step for a contact to take.

Try with behavioural e-mail - Behavioural emails are those emails sent to specific segments of people based on the actions they perform on multiple channels: social media, email, your website or blog. This is a process of creating a personal experience, that’s why using a special personalisation is mandatory. The information you should use when creating a behavioural campaign includes everything from basic customer attributes (age, location, last time on your site) to their most recent actions on your website (signed in, viewed product X, used feature Y, completed checkout). Compared to the simple forms of emails, behavioural emails possess three unique features: they are action-based, personalised and dynamic.

- Finish with break-up emails - Such emails are used to make it clear that this is the last time a lead will hear from you. The final goal is to keep these contacts engaged.

Remember that one of the best practices is to select three or four emails as a good foundation to a workflow, each of them with a clear and specific goal. It's not a hard rule, but it's a good benchmark and it functions well for this example, which could definitely benefit from one or two more emails.


By Ina Nikolova, marketing manager at Patecco

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