About Lead Nurturing

One lead nurturing strategy is to “feed” prospects and “put them in an incubator.” The goal is to change them through the conversion funnel. In concrete terms, it is about converting icy leads into qualified forecasts ready to buy.

Much valued in the B2B sector, the lead nurturing strategy includes a series of actions to maintain a privileged relationship with potential customers so that they mature.

Lead nurturing is part of a lead organization strategy. This concept corresponds to managing the lifecycle of leads, from visitor status to customer status.

If they are customers, the goal is to keep them, so they become ambassadors for your company. An Ambassador customer is delighted with their purchase and the brand concept. He then recommends their services, shares their page on social media, and leaves a positive review on their website. In other words, it helps convert and retain potential customers.

Lead nurturing is an inbound marketing method, meaning that leads come to you to fill a need or solve a complex problem, not the other way around.

The Six Strategies That Convert Lead

1. Inform Potential Customers of Targeted Content

Implementing an effective lead nurturing strategy involves sending educational content to prospects, for example, through white papers, personalized emails, or blog articles. But be careful; not all leads can get the same information!

In fact, for a prospect at the beginning of the sales cycle who has just been exposed to your company and its facilities, it is more appropriate to send educational content such as a white paper, video, email, etc. The interest of this procedure is to provide the prospect with the relevant information so that they realize that you are the company they should follow, the one capable of finding a solution to their problem.

For a leader in the previous phase of the buying journey (decision-making), testimonials from satisfied customers and a test suggestion can trigger the sale.

Therefore, sending targeted and personalized content to each prospect is essential to convert them into qualified candidates and loyal customers.

2. Identify the Most Qualified Leads with Lead Scoring

Lead scoring is a strategy for transmitting a score to your prospects. The higher the score, the more qualified leads. The benefit of this method is understanding where your options are in the buying cycle to personalize your transactions pitch and the content they receive.

Thanks to lead scoring, you know whether your customer needs to receive training content or be contacted by a salesperson.

Lead qualification is essential to help your prospects move down the conversion funnel, and it allows you to track leads’ progress and understand gaps in your customer journey. Be vigilant and identify potential customers who are sensitive to your content! To do this, identify potential customers who sign up for your newsletter, download your white papers, and request information about your services. These contacts are potential future customers!

Marketing automation software can qualify leads and track their growth. In lead scoring, each act is worth a positive number of points. For example :

• The outlook registers for your webinar and earns 30 points;
• Subscribe to your newsletter for 10 points;
• The customer visits your website and the pricing page multiple times, 10 points.

Feel free to thank them for following you by sending them a welcome email. Also, offer them high-value content, so they are aware of their problems and the solutions you offer

3. Launch Marketing Automation Campaigns

Marketing automation software allows you to perform time-consuming tasks: send emails to companies, request LinkedIn™ invitations, automate scenarios… Investing in a marketing robotics platform is a great help for the lead generation process. Leads. b2b leads.

Marketing automation software saves you time and efficiency and allows you to contact potential customers through different communication channels. So, if you’re not satisfied with launching a lead nurturing campaign via email, and you’re reaching out to your B-to-B prospects directly through professional social media!

Marketing robotics tools allow you to contact many prospects daily and automate sequences to create a real connection between contacts and your business.

For example, send 10 LinkedIn™ profiles a linking request with a short personalized message. Thanks to marketing robotics, you don’t need to monitor your responses, and your software will trigger the rest of the sequence depending on the answer. If a contact accepts your invitation, they will see your posts and receive a message from you a few days later. If the relationship does not continue, they will receive an email from you.

4. Maintain a Dialogue with Your Leads

To move through the buying cycle, prospects need to receive regular “updates” from your business. It’s not about bombarding them with dozens of emails or phone calls daily, and it’s about finding a middle ground. Prospects need to understand that you are there and available to support their B2B business.

For example, offer help and advice to your website visitors through an interactive chat bubble, social media, or email. Multiplying touchpoints is effective in helping potential customers move through the buying process. Therefore, feel free to diversify the type and medium of your content.

A popular lead nurturing strategy is to send the prospect a questionnaire. The goal is better to understand your problem, expectations, and limitations. Then it’s up to you to propose to them the most applicable content: blog articles, customer testimonials, white papers, product demos, etc.

5. Analyze and Regulate Your Lead Nurturing Strategy

It is essential to extend the performance of a strategy: periodically

• Save it because it gives outstanding results;
• Or change it by setting the review steps.

To do this, you need to analyze the performance indicators that seem most relevant to you, called KPIs. For example, the open rate of your emails, subscription to your newsletter, your webinar, and the percentage of prospects that convert to customers.

Analysis of KPI information helps to understand why they did not make the sale. Could your competitors offer more attractive rates? Or complete customer service? Maybe your content is more effective? This allows them to be visible in search engines.

Feel free to review any steps and items you find too ineffective.

Need help finding a client? Make an appointment with a Proinfluent consultant!

6. Build Customer Loyalty

Customer retention is a fundamental process for any business looking to consolidate. Loyal and satisfied customers refer you to their contacts and keep their contracts with you. Therefore, lead retention is also of vital importance in the lead nurturing.

To build loyalty, you must already be in contact with the prospect. Regardless of whether he still has a contract with you or has used your services in the past, never cut ties with him! Therefore, don’t just think about sending content with high added value, but get informed.

To retain customers, you should also consider giving them preferential treatment and responding to their needs. For example, your customer calls you because they have problems with your software despite your demo. So you offer to come for the next few days to train him for free.

Lead Nurturing to Finish

Lead nurturing is a marketing way that aims to move leads through the change funnel to customers. Engaging with your potential customers by sending them targeted content through different mediums is essential to growing your maturity level.

Retaining customers through exclusive offers and privileged services makes it possible to gain more customers. Customer experiences and word of mouth are powerful, persuasive elements in BtoB.

Conclusions

Educating potential customers with targeted educational content is paramount. Not all your contacts have the same limitations and problems to solve. So remember to personalize every email or message you send as much as possible.

The lead scoring app allows you to identify the most qualified leads and tailor your presentation and content to where they are in the customer journey. By assigning a score to each piece of information, you’ll know if they’re just a visitor interested or ready to make a sale.

Launching automation marketing campaigns are great for establishing lead nurturing. Many companies collect leads and prospects by automating specific actions. Stop wasting time on tedious tasks, schedule flows, contact dozens of companies in seconds, and further segment your potential customers.

Engaging with your potential customers by sending them targeted content through different mediums is essential to increasing your maturity level.

Retaining customers through exclusive offers and privileged services makes it possible to gain more customers. Customer experiences and word of mouth are powerful, persuasive elements in BtoB.

Also Read: Direct Marketing – Advantages, Channels, and Examples