In the inbound marketing process, particularly in terms of B2B, lead nurturing turns out to be an essential step. In recent years, the technique has demonstrated its effectiveness in customer support. This is a strategy that turns employees into ambassadors and here is how you can do it.
How to define lead nurturing?
Lead nurturing refers to developing and reinforcing relationships during the entire sales funnel. Like any marketing strategy, this technique aims to push prospects to purchase a product or service. When they are undecided, it aims to persuade them to perform the act of buying.
Thus, lead nurturing is meant to be needed persuasion for the prospect in his decision-making cycle. However, this is not an upfront technique. Indeed, customer loyalty is key because companies not only want the shopper to make a purchase but to also serve as a brand ambassador by telling others about the product or service.
Lead nurturing has several characteristics, including:
- The technique is dedicated to B2B prospects;
- Companies are more interested in long purchasing cycles for medium to long term projects;
- Emails and newsletters are strong tools for this strategy;
- It targets prospects who are unwilling to buy;
- It provides the required information to help a prospect in making a decision to buy.
How to succeed in a lead nurturing strategy?
While lead nurturing is always best implemented by experts, you, as a manager can still do it if you master a few tricks. Here is how you can go about it.
Respect customers’ privacy
Ask your prospects if they would want to receive information from you about certain offers or new products. Next, do everything need to prevent them from disengaging. You can do this by sending high-quality content, avoid repetitive messages and space out your communication to avoid overwhelming the prospect.
Establish a buyer personas
Create buyer personas that correspond to each prospect and don’t overlook any information throughout their decision-making cycle. Among the most important elements are their interests, key characteristics, their needs, etc.
Monitor changes in the strategy
You should pay special attention to any changes in your prospects’ decision-making cycles in order to understand their needs and to grab the opportunity to recommend a product and service that can be helpful to them at that moment.
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