B2B Lead Closure Through Linear Drip Campaigns

B2B Lead Closure Through Linear Drip CampaignsBusinesses who’ve mastered the artistic approach of growing their B2B sales bases know that conventional outbound marketing campaigns are perhaps growing cold, stagnant and simply worn down.  Many leads which are collected from conventional drip campaigns aren’t actively buying since the individual lead either was collected amiss, or wasn’t thoroughly nurtured as it should’ve been. The new innovation which could increase B2B lead closings comes in the form of linear drip campaigns, the inventive approach of taking your regular drip campaigns and spreading automated emails, sequentially created prior to commencement, so that leads are being continually engaged.

The Linear Principle

Since many B2B lead lists will automatically be segmented in varied categories, marketing professionals can simultaneously run regular drip campaigns and linear drips which regularly email inspirational stories related to products being offered.  Along with regularly sent articles or stories, coupons and other cost-benefit analyses can be sent to potential business leads to cultivate more sales closures rather than experiencing lead stagnancy.   Letting potential business customers eek through the door cracks into someone else’s database is rather heartbreaking and takes away that potential lead closing.

Benefits Of Linear Drip Campaigns

Aside from the obvious sales connotations, many long-term benefits reside within successful drip campaigns, perhaps many of them going unnoticed.  When considering marketing agendas for your new or existing businesses, examine some exponentially lionized benefits of using linear drips:

  1. You’ll have the opportunity to make your prospects sales-prepped
  2. Potential outflows in sales funnels are minimal
  3. Increased chances your leads will order products via internet
  4. Motivational for end user when your initial goals are receiving product evaluations
  5. Reduction in time spend educating potential leads on your product or service
  6. Gain targeted business customers through word of mouth or forwarded emails

Since authentic linear drip campaigns trump your conventional ‘one and done’ email blasts, the potential for developing B2B ties and sales grows when your concentration is on slower campaigning since shots in the dark tend to reap little benefits or plausible leads.

Specific Cases Of Effective Drip Campaigns

B2B leads are much more sensitive to erratic marketing tactics since the potential spend is much higher than most customers.  When you’ve already established marketing practices and have obtained business customers, drip campaigns become ‘customer nurturing’ since now retention becomes your primary objective with current business buyers.  Here are several instances when drip marketing campaigns are appropriate for current business clients provided the message is concise:

  1. Renewal of Services – When you’ve encountered clients who are due for renewal, explaining the benefits of remaining your loyal customer and introducing new innovations which better their current service should come in drips; perhaps roll out your new changes prior to sending the renewal emails for more effective closing ratios.
  2. Upcoming training – When your company will offer seminars relevant to products they’ve purchased, sending several drip campaigns including different parts of your seminar and reminder to be present will help the busy business owner to remember to sign up.


Quality linear drip campaigns bring B2B lead generation to greater heights while bettering the marketing efficacy of emails sent.  While not every basic marketing plan will include dripping content or offers into emails within owned databases, campaigns of this magnitude should always be considered as an alternative to aging or completely eradicating leads which you’ve held onto for several years without effectively closing sales to.

The Wrong Way to Nurture Leads

Wrong Way to Nurture LeadsLead nurturing is only effective if it is done with a leads best interests in mind. A company cannot persuade a potential lead if they do not understand the prospect’s interests and their specific needs. They also cannot secure leads if they fall through the crack or leak out of the sales funnel.  A lost lead means a lost sale and no business can afford to give away revenue. Companies cannot take the chance of turning off a lead due to poor lead nurturing. That is why it is necessary to examine the wrong way to nurture a lead.

The most obvious wrong way to nurture a lead is to ignore them all together.

If a potential customer crosses your company’s path and there is no automated response generated to entice them, then it is a missed opportunity. A company cannot effectively nurture a lead if they do  nothing to promote their expertise. A stagnant website, no matter how intriguing or creative, is not an effective sales tool by itself without interactive processes like automated responses driving it. Leads need to have a compelling reason to pay attention to what is being offered.

Another common mistake made is not sending relevant content.

If information a company sends out is not interesting or appealing to the reader, then it will be completely ineffective. Content has to educate and inform a lead in a way that will increase credibility. Too often companies end up offending a lead because the information they send is viewed as useless or an insult to their intelligence.

Over-nurturing is also an ineffective approach to nurturing.

Content also needs to be sent in a timely manner without overwhelming a prospect.  If content is sent too often then it can quickly become a nuisance. Sellers could end up smothering buyers instead of inspiring them to make a purchase. As a rule of thumb, content should never be sent more than twice per week unless someone has specifically requested additional information.

Quality leads are a company’s greatest asset if they have the means to use them to generate future revenue. If a lead is ignored, insulted or overwhelmed by a company’s nurturing efforts then it will weaken relationships. By understanding the wrong way to nurture leads, a business can create a strategic plan to avoid mistakes that could possibly turn away a lead for good.

Modern Day Marketing Acronyms 101

I was shopping with my wife recently in a home furnishing store. While my wife was thumbing through every item in the store I had my head buried in my new iPhone 5 pretending like I was listening; however, a catchy poster caught the corner of my eye. It was eye-chart on acronyms – Acronym 101 to be exact.
I couldn’t resist and had to take a picture, which I’ll share with you. It reminded me, maybe people in the marketing industry need some help with new acronyms being introduced to them. This article summarizes a few key acronyms floating around these days:
  1. MAP = Marketing Automation Platform. Marketing automation is fairly new technology that helps companies improve and automate many aspects of the lead management process including lead generation, lead nurturing, lead distribution, lead qualification, marketing campaign measurement and more. A cornerstone of marketing automation is the ability to do more with less.
  2. LMA = Lead Management Automation. The process of streamlining every aspect of lead management including how leads are sourced, how they are qualified, how they are handed off to sales and how return on investment is measured.
  3. RGS = Revenue Generation Software. Software such as that from Lead Liaison that provides a set of features and capabilities for sales, marketing and executives to help drive revenue faster for their business. RGS typically includes sales prospecting, marketing automation and lead generation components.
  4. CRM = Customer Relationship Management. CRMs have often been thought of as an accounting system for leads, contacts, accounts and opportunities. Many businesses use a CRM to keep track of sales activity. Popular CRMs include Salesforce.com, SAP, Oracle and others. MAPs and CRMs are complementary and not competitive in nature – don’t confuse the two. They are very different technologies.
  5. SaaS = Software as a Service. Software that is accessible via a web browser vs. installed on a desktop computer. The majority of CRMs and MAPs are SaaS-based. SaaS software is attractive to many businesses because zero installation is required and software updates are transparent to end users.
  6. ROI = Return on Investment. A measure of the return based on what’s invested. If marketers are not measuring ROI of their campaigns then they’re not proving their worth and identifying where they can improve their campaigns. It’s essential marketers know which lead sources, programs and campaigns are effective and which are not.
  7. RPM = Revenue Performance Management. A systematic approach to identifying and measuring the drivers and impediments to revenue.

Here’s another good post that covers some basic marketing acronyms.

What modern day marketing acronyms can you think of?