For many businesses, the lead building is the start and end of marketing, ignoring lead nurturing.
Lead nurturing is a process of building a strong relationship with buyers at every stage of the sales funnel. It is highly important to have an effective lead nurturing strategy.
As per Forrester’s research, marketers see an average 20% increase in sales opportunities from nurtured vs non-nurtured leads and company that effectively nurture leads generate 50% more sales at lower costs.
If you’re lacking lead nurturing experience, it is a right and high time to start implementing lead nurturing strategies in order to keep your business growing.
Below are some of the facts which show the importance of lead nurturing for B2B.
- 67% of B2B marketers saw at least a 10% increase in sales opportunities through lead nurturing. (DemandGen Report, 2014)
- Gleanster reports that 15-20% non-ready leads turned into sales by using lead nurturing.
- The response rate of lead nurturing email is 4-10 times higher than standalone email blasts. (DemandGen Report).
- According to Gartner Research, lead nurturing can potentially save 80% of your direct mail budget and bring a 10% or greater increase in revenue over 6-9 months.
If the leads are not nurtured properly, the business will suffer greatly. Therefore you should apply lead nurturing techniques in your business. Here are some of the amazingly effective lead nurturing tactics, which one should consider. Let’s have a look.
Organize your database
The first and foremost step in any lead nurturing technique is categorizing and organizing data of leads. It involves segmenting leads into different groups based on their characteristics, preferences, and preliminary their buying persona and lifecycle stage. Lead nurturing strategy cannot be successful until and unless you do not include a buyer persona in your strategy.
A buyer persona can be based on different factors such as demographics, past buying behavior, purchasing triggers, and more. These factors help you in categorizing the lads in the most efficient way.
Email marketing is one of the most effective ways to nurture leads. It lets a business to have a direct conversation with leads. You can use nurturing emails, triggered emails, and drip emails in your lead nurturing strategy.
Nurturing Email- This workflow works on the basis of subscriber’s action with your business over a period of time. It helps in personalizing end users’ experience.
Triggered Emails- These emails include welcome email or cart emails that are sent when some specific action taken by the subscriber.
Drip Emails- Drip email is a series of emails that are sent specially to nurture leads and retain the existing customers.
Personalization is more than just the first name. Effective personalization requires customized content that is specifically designed for a single customer. It is not hard to deliver a highly personalized experience, with dynamic content one can do that. Dynamic content enables you to create different emails, landing page, etc based on a person who will receive it.
Integrate Marketing Solution
A common difficulty many small businesses faces is moving the lead from marketing cycle to the sales cycle. Make this easy by integrating various marketing and sales solutions. Your social media lead generation tool should seamlessly pass leads to your marketing automation tool which then easily pass sales-ready leads to CRM. This way you can create a single unified experience for your leads.
To achieve success, you need to set a goal first. You need to set certain benchmarks which you wish to achieve. These benchmarks would help you to determine whether your strategy is over or underperforming.
Marketers should track metrics that help them to determine efficient lead generation and lead nurturing process. When talking about lead nurturing you can create a monthly report, highlight a campaign’s performance to have a clear view.
Tracking metrics helps to improve your engagement with your audience.
If I have to make all the above-mentioned thing in a broad, lead nurturing is all about showing care to your leads and provide them proper attention to make them sales-ready.
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