B2B Lead Nurturing Strategies to Close More Sales

Sales Marketing

B2B Lead Nurturing Strategies to Close More Sales

Wondering how to stay ahead of your competitors while gaining new customers with minimal investments? True with every organization, marketers and sales professionals are dependent on lead generation strategies to improve the quality of leads and their lead generation program.

Let’s face this: There’s nothing better than seeing an online marketing strategy pay off as the lead conversion rate increases. Typically, businesses have a lot on their plate, and the B2B sales cycle is long – prospects travel a long way from being a lead to being converted into a customer; of course, many prospects are not ready to buy no matter the stage of the funnel they are in. Naturally, it takes a lot of hard work on the part of the sales and marketing teams to maximize the number of lead conversions. They use various lead generation and lead nurturing strategies to aid the process. But when those strategies are not effective, chances are that major sales opportunities will slip through.

For effective lead generation, marketing teams must ensure the leads turn into something solid for the sales team. They wouldn’t want to lose an opportunity because of poor B2B leads or mishandling. B2B sales and marketing teams that work in tandem are well aware of the importance and urgency of taking care of the leads that come into a business. We’ve developed a few B2B leads nurturing strategies to help businesses fix a leaky sales funnel. These strategies will help manage leads and turn them into viable conversions for sales.

This list of the best ways to nurture B2B leads should help your marketing team find the best leads for your sales team. A targeted lead nurturing campaign will work to create an advantage, and a wrong strategy, on the other hand, may backfire and damage your brand. It is, thus, essential to be aware of the dos and don’ts while creating a lead nurturing campaign. When businesses gain first-hand knowledge of the most pressing challenges about lead nurturing, they make good decisions when the time comes.

What is lead nurturing?

Lead nurturing is a B2B marketing strategy that helps build relationships with potential customers. This is more likely to lead to positive engagement and more sales.

While the customer has not made a purchase yet, constant communication from the company with the prospect nudges them to become buying customers, i.e. lead conversion. Communication happens through emails, direct mail, social media, or events. During this phase, the potential buyer receives free guidance that offers value to them by addressing the pain points.

This regular communication keeps an organization in people’s minds, builds trust in the brand and creates an authoritative voice. It projects your business as an expert in your field, and customers are likelier to buy from you when they need a solution like yours.

Best ways to nurture B2B leads

Here’s a simple way to keep in touch with leads:

Determine your target market:  To make a start, determine the job titles and industries you want to target. It is here that the sales and marketing teams must start collaborating. Once you’ve done this, you can focus on their problems and difficulties and explain how they can overcome them through content – by giving them free tips and directions and referencing your goods and services.

Create contact data list: When you know whom you are targeting, you can search your B2B lead database to find the people you will send emails to as part of your lead nurturing campaign. Ideally, this data must be those contacts that have already engaged with your content, like someone who may have downloaded your manual. Buying data doesn’t work because the contact does not yet trust your company and hasn’t previously shown an interest in your brand.

Be sure to use clean, accurate and cleansed data – first names, which can help get through SPAM filters, and a person’s email address rather than [email protected] are far more helpful and help sales follow-up as well. Data must be cleaned periodically.

Build your targeted content: The topic of your content must be based on a product your company is eager to promote. Most likely, people who have already expressed interest in this subject will actively participate in your lead nurturing campaign.

A mix of content formats must be used since some individuals respond better to more visual forms, such as videos and fact sheets. In contrast, others favor blogs and how-to articles.

Distribute content through various channels: Your target group is highly time-constrained and will consume content from various sources. While they may have missed your email, they may have seen your post while scrolling through LinkedIn. Thus, marketing your content through various channels is essential to increase reach and achieve greater ROI.

Plan and prepare timely follow-up with sales:  The best strategy to run a campaign is to prepare your email series in advance because it allows you to gradually drip-feed the information to your target audience over a short period. You must aim to send each email every two to three days following the one before if you want to keep them interested in a brief lead nurturing campaign.

You can also time the launch of your lead nurturing campaign to coincide with when sales will be accessible for follow-up by working in concert with sales. For instance, you should steer clear of holidays.

Track the effectiveness of campaigns:  Using emails for lead nurturing initiatives may also allow one to quickly gather engagement data (opens, clicks, and unsubscribes) to gauge a campaign’s effectiveness. This lets you determine early on if your message impacts the intended audience. Most importantly, it enables you to track interactions over time and develop an image of the most active users.

Of course, warmer leads are prepared for sales interaction – especially if they connect with Bottom of the Funnel (BoF) content like sales brochures. The key to lead nurturing is content marketing, which helps entice leads to visit your website, blog, or other forms of content. However, there’s a need to strike a balance to prevent email inboxes from becoming overloaded and eventually disregarded.

Use lead nurturing to build relationships with clients

While new leads are known to fuel business growth, nurturing existing leads is a good way to convert high-paying customers and boost the sales team.

B2B lead nurturing strategies require continuous information exchanges between leads and sellers that target them at various buying cycles. Because you never know when someone will be ready to buy, keep it brief, concentrate on instructional content to give value, and sprinkle sales pitches throughout each email to appeal to folks at various phases of the sales cycle. Regular communication is essential since it keeps you top-of-mind when the person does have that need and is prepared to buy. The right lead nurturing strategy at the right stage of the sales funnel will help fuel your lead generating efforts.

We hope the strategies mentioned above will help you build a lead nurturing strategy. In case you need access to an accurate B2B contact database, Binary Demand is a data solutions provider that offers companies a huge volume of B2B contact data that can be used for lead nurturing strategies.