Marketing specialists in a company are the ones in charge of attracting potential customers to the sales funnel. But do you think those customers will head down the funnel on their own? Well, that rarely happens. To do this, you need an effective B2B lead nurturing program for your business that allows you to get quality leads that convert into sales.
Before we jump into crafting such a strategy for your company, the first and most important step is to align B2B marketing teams and sales teams, which forms the backbone of a strong nurturing system.
What is B2B lead nurturing?
B2B lead nurturing is the process of listening to the needs of your prospects at each stage of your sales cycle and communicating solutions to build trust and maintain a connection. Such care and dedication contributes to their becoming customers.
However, you have to remember that your potential customers are smart people and they are exploring solutions that improve limping processes.
What are lead nurturing campaigns?
Lead Nurturing campaigns are the basic elements to design sales funnel content strategies for your potential customers, ensuring sales and conversion. Through campaigns of this type, marketers can understand the different personas to personally interact with potential customers and improve the effectiveness of campaigns to increase conversions.
The highlights of a lead nurturing campaign
There are a few important elements to consider when designing your B2B lead nurturing campaign .
1.- Understanding buyers
To better understand buyers, the following question should be asked: What are your professional goals? This is a question to ask your ideal leads so you can get to know the buyer's personality.
2.- Personalization
For any lead nurturing strategy , personalization can do unimaginable wonders. Writing personalized informal emails , addressing your prospects by name, and communicating in a conversational tone makes them feel more connected to you.
3.- Education of leads
Sales-oriented lead education could be classified into the following phases:
Awareness Phase: Includes blog posts related to the interests of potential customers. Educate your leads with the latest trends in your industry.
Consideration phase: Invite your potential customers to events such as webinars about your product or a demo.
Decision phase: As a final step, share customer success stories, testimonials, and product reviews.
If you're not sure what content to send to your prospects, understand what resources they've already engaged with. Write relevant content and test to find the most engaging content for your campaign. You need to know which pages of your website they interact with the most, and also the opinions they share on social networking sites .
Discover the weak points and provide them with a solution. Formulate a hypothesis and test it.
When to start the campaign?
Do not wait for your potential customer to express their purchase intention to start the lead nurturing strategy . You can start feeding leads as soon as they interact with you, in any way, with any part of your business, even if it means interacting with your blog content.
If you need to obtain B2B leads, at PGR Marketing y Tecnología we can help you get a base of potential customers that will allow your company to grow.
