Most Effective B2B Lead Nurturing Strategies

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Most Effective Lead Nurturing Strategies
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What is Lead Nurturing?
Lead nurturing is the act of supporting and
engaging potential customers by providing
relevant information and content at all stages of
their buying journey. This process is most
effective when there is a high volume of leads
coming in, and is done with the purpose of
qualifying or engaging customers in a
conversation so as to build trust and thereby,
increase sales. Lead nurturing is important for
building a relationship with a new prospect. It
provides the prospect with information on what is
next and what benefits they can expect from the
next step in the process.
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Why is Lead Nurturing Important?

• Lead nurturing is the act of identifying the
  needs of customers and customizing content for
  different audiences. Engaging your target
  audience in lead-nurturing campaigns that are
  timely and personalized will increase engagement
  and drive results. Listed below are the 4 key
  benefits of lead nurturing that most businesses
  are not aware of
•  
• Lead nurturing helps businesses get better
  quality leads
• It increases the Average Order Value (AOV)
• Lead nurturing creates more loyal customers
• Increases brand awareness

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What are the Tactics for Successful Lead
Nurturing?
There are innumerable b2b lead nurturing
strategies. igenr8 brings you the most effective
lead nurturing strategies that will fetch you
more customers and higher revenue, no matter what
business you are in.
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1. Understand Your Targeted Customer
Every customer has a persona. The good news is
that the personas can be segmented into groups
and specifically targeted. But it is important
that you identify the differences in each group
and understand your target customers persona.
Only then can you offer meaningful content that
addresses the needs of each persona. Customer
personas are used to represent buyers'
challenges, communication preferences, lifestyle
habits and lifestyle. This will allow you to
understand what content your target customers are
looking for at each stage of the sales funnel.
You could send customers specific emails asking
them to complete a questionnaire. You may also
ask qualified questions to site visitors and
suggest that they fill out a form on the landing
page.
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2. Use Multi-channel Lead Nurturing Techniques
A majority of lead nurturing strategies used to
be a simple email drip campaign, which would send
generic emails to a prospect list. But marketers
are now in constant search of new technologies
and tactics that go beyond email marketing. Many
are now using powerful marketing automation
platforms to execute multi-channel lead nurturing
strategies. Multi-channel lead nurturing is
often a mix of email marketing, social marketing,
paid retargeting and dynamic website content. It
also includes direct sales outreach. There are
many strategies involved so it is important to
make sure your marketing and sales teams are
aligned and work together.
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3. Create a Customer Database
A growing customer base means more opportunities
for engagement and buying decisions. This is why
it is vital to create a customer database and
leverage it.
You can build a customer database by creating
relevant, knowledgeable and useful content. Make
use of forms that users must fill in to receive
this content. Email acquisition is crucial. It is
necessary to acquire an email address in order to
digitally link, communicate and gather data. In
fact, email analytics such as, opening,
click-through and spam rates, clicked links
provide more information that you can add to your
customer profile.
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4. Send Personalized Emails
Email marketing is still a powerful tool for lead
nurturing and personalizing emails can improve
your lead nurturing strategy. A recent study
found that 41 consumers have switched companies
due to lack of personalized service.
There are many options you can adopt to make use
of this lead nurturing strategy such as sending
triggered emails to visitors who complete actions
such as downloading your content or clicking on
links in your emails. They can also visit certain
pages on your site or demonstrate high levels of
engagement. By combining the power of marketing
personalization and behaviour-triggered emails
you will be able to deliver the right marketing
messages at the right time to the right people.
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5. Follow-up with Leads on Time
Although the benefits of prompt follow-up calls
are obvious, most companies don't act quickly
enough. Automated lead nurturing may be a great
way to reach out to a large number of prospects.
But a follow-up email or phone call is often the
best way to convert inbound leads into qualified
sales opportunities. This is because a lead's
chances of being converted into a sale
opportunity is higher if they are contacted right
after a website conversion.
Following-up on a lead is much more efficient
than cold calling provided you make a
well-planned, timely call to an inbound prospect.
Based on their browsing history, you would know
what a prospect is looking for. You also have
enough information to conduct initial research
about the prospect and the company they work for.
So, all thats left to do is to follow-up on
time.
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6. Use Lead Scoring Tactics
This methodology, also known as lead scoring, is
used to rank prospects based on their perceived
value to an organization. In most marketing
automation platforms, lead scoring can be used to
assign numeric values for certain website
browsing behaviours, conversion events or social
media interactions. This score can be used to
decide which leads need to be pursued by a sales
representative directly and which leads require
further nurturing.
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Lead nurturing strategies that are aligned with
marketing and sales result in greater customer
retention and success. Both sales and marketing
must identify where prospects need to be
transferred between teams in order to foster lead
nurturing. This can be done by considering
different triggers such as lead scoring, workflow
enrolment and conversion events.   A sales and
marketing service agreement (SLA) should outline
the shared expectations, responsibilities and
goals for cross-team collaboration. An SLA will
allow the teams to hold each other responsible
for converting leads into paying customers.
7. Coordinate Sales and Marketing Teams
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8. Engage Prospects Immediately
Find leads and turn them into customers. This is
the ultimate goal for every business. A lead that
is not branded doesn't have any real value so it
is vital that you engage prospects immediately
before they respond to your competitors
content. Lead engagement is the proven way to
connect with your prospects. It is common to
launch a b2b lead generation campaign and fail to
retain customers. The combination of lead
generation and engagement can improve the
marketing results of any campaign.
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9. Email Nurturing
Email nurturing, also known as email lead
nurturing campaign, is the act of building a
long-lasting relationship with leads by keeping
in touch with them and showcasing your products'
value. A strong email nurture campaign can help
you educate your leads, build brand awareness and
build trust that will lead to a sale.
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10. Measure the Interaction Throughout the
Process
Before you can accurately assess the success of a
lead nurturing strategy, it is important to
define what you are judging. Keep in mind that
revenue impact is the ultimate indicator of
success. To properly measure interaction, it's
important to determine what makes a good nurture
program and what actions can be considered as
engagement?

• Measure interaction by asking yourself these
  questions
• Are you generating more revenue by increasing the
  volume of your entire nurture program?
• Does this lead nurturing strategy bring in more
  value or increase the value of your existing
  customers?
• Does your nurture strategy reduce the time it
  takes to close sales?

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