Are you at the top of your lead generation game but failing to close as many deals?
Maybe your lead nurturing efforts need to be revamped.
Let’s face it; B2B lead generation is a challenging process. The typical B2B sales cycle is long due to multiple stakeholders and higher stakes. And your time, resources, and efforts put into lead generation campaigns wouldn’t prove fruitful if you’re losing leads as they come in.
This makes it critical to ensure that you have a lead nurturing strategy in place to direct them through the sales funnel and convert them successfully through higher engagement.
But how? This blog will discuss the top lead nurturing strategies to help you boost your lead conversion.
5 Lead Nurturing Tactics for Lead Conversions
B2B lead nurturing strategies are crucial in marketing lead generation, and nurturing leads at the right time ensures conversion rate and revenue. Here we define five ways:
1. Categorize Your Leads
Every lead is different. They have different needs and varying expectations from the business, and they are all present at different stages of the sales funnel. Which means a one-size-fits-all approach won’t work for your lead nurturing campaigns.
So, take your B2B sales to funnel as a guide to segment your leads-
• Non-qualified leads – These are the leads you have little information about, and you need to encourage specific actions to determine their purchase potential.
• Action-qualified leads – These are the leads who have taken a certain step, like visiting your website or downloading an eBook. You can use these actions to guide your next interaction.
• Marketing-qualified leads – MQLs have shown genuine interest in your product, and you need to offer more details or special offers to nudge them to sales.
• Sales-qualified leads – Finally, SQLs are those leads that have shown strong buying intent and can be directed to the sales team.
2. Focus on Lead Scoring
Lead scoring is a process of assigning a score or rating to your leads based on the actions taken by them. Higher the score, the more critical that action is for your sales process.
For instance, a lead requesting a free trial is closer to making a purchase and can be given a higher rating as compared to someone who just visited your website. In short, assigning a score helps you direct the right lead nurturing tactic at the right time. Not to mention, it tells you which lead is more interested and requires more attention.
3. Offer Targeted Content
Lead nurturing content is the backbone of a successful B2B lead nurturing program. It is engaging and helpful content that can help you attract leads and convert them into customers. Your content should appeal to all stages of the sales funnel, from early sales lead to the final customer.
Since all your leads have different needs, pain points, and motivators behind the purchase, you can start by segmenting them and sharing highly-personalized content based on their interests.
But that is not all. Using the right marketing channel with the right messaging can make all the difference. Depending on your buyers’ preferences, you can engage them through website content, educate them with blogs, or share personalized emails based on the sales stage they are at. This will help ensure your leads are engaged at all points and have a further incentive to interact with you.
4. Use Automation
Automation can identify quality leads through lead scoring and marketing automation software. Sales lead scoring algorithms automatically scan lead information and identify leads with a high level of interest in each product category or sales stage. This information can be used to tailor lead nurturing strategies and increase lead conversion rates.
Automation can also help you stay organized and keep track of your leads, making it easier for you to prioritize and follow up with the best ones. In fact, you can use email automation to your advantage to automate emails when a lead visits your website or share a follow-up email if they have not engaged with your business in a long time.
5. Analyze, Get Feedback, and Optimize
When it comes to lead nurturing, any approach can work, but it requires a case-by-case analysis of the customer’s needs and wants.
Understanding the customer’s motivations and how best to meet those needs and desires is essential. To nurture leads effectively, it’s vital to analyze your lead nurturing strategy and optimize your lead nurturing tactics.
Collect valuable feedback from your leads and prospects to know what you can improve. After all, the goal is to have them coming back to you, so it makes sense to learn from your buyers what they expect from your business.
Conclusion
To nurture leads effectively, a sales team needs to understand prospective customer lead personas and buyer personas. This will help craft content that resonates with them and makes it easy for them to consume.
Technology such as automation tools, email marketing, and landing pages are used to nurture leads by allowing salespeople to automate the process of nurturing leads. Besides, nurturing content should be relevant to the buyer persona so that the lead personas can relate to it easily.
The above strategies will help you make the most of your marketing efforts and ensure no leads leak through your sales funnel.
