Marketing automation and B2B lead nurturing is a technology that streamlines and automates marketing tasks, so a company can increase operational efficiency and grow revenue faster than ever. The vast potential of B2B lead nurturing can quickly expand a business’s customer base by converting qualified leads into customers. This process has been proven to generate 50% more sales ready leads at a 33% reduction in cost. It also improves the rate of closing sales, since B2B lead nurturing is designed to develop a trusting relationship between a prospect and a business.
A strong pre-sales relationship is built by using lead nurturing to provide potential customers with relevant and useful information. By branding a business as an expert in their field through free articles, tutorials, guides and blogs, it trains the prospect or customer to refer back to the source when they need guidance or when they are ready to commit to a sale. A buyer for any business has their own reputation to maintain, so they are always going to choose a company that has established themselves as worthy of their business.
Successful B2B lead nurturing requires regular contact, without overwhelming the lead. Any information given to the lead should be on a set schedule and never more often than once per week. If a company sends too many lead nurturing attempts in a short period of time, it can turn the customer against the business. If a company does not send any new and exciting information for an entire month, the lead will lose interest in their information and their business. That is why balance is so crucial to B2B lead nurturing.
When it comes to B2B lead nurturing every buyer is looking for something that will make them better at their job or something that is better for their business. Lead nurturing emails need to speak to their personal goals. Position emails around showing ROI, improving their efficiencies, impressing their employers or whatever it may be that will motivate the prospect to continue reading. Keep in mind though, content should be prepared based on the readers profile. Map out your buyer profiles (IT, finance, sales, marketing, etc.) and create content tracks for each buyer profile. Content also has to be presented as real information and not something that was created to swindle them into making an uninformed purchased. Focus on what buyers need, not what you need.
B2B lead nurturing should never involve pressuring a buyer to purchase. The content that is sent to the buyer should guide them in the direction of the service without a forceful call-to-action. A business can scare a buyer away by filling their supposedly free advice with obvious sales pitches. The content is only meant to strengthen the relationship, it is not meant to be a closing tool. If it is created properly, the lead will come to their own conclusion and contact the business when they are ready to make a decision.
B2B lead nurturing has the ability to generate increased revenue, but only if the nurturing efforts are worthwhile to the lead. It can easily backfire if it is not done properly, which is why it is always best to start by contacting a professional marketing automation company such as Lead Liaison. A business has to make sure that their B2B lead nurturing campaign is relevant, informative and interesting. It also has to be done regularly enough to be effective without overwhelming the lead. If it is done right, the possibilities for growth are endless.