So you’ve got an effective lead generation strategy. And a healthy influx of leads cascading into your sales funnel. Nice work. Now what?
It’s time to nurture those fledgling prospects. Tenderly develop their relationship with your business until the point where they are ready to convert from prospect to client. Gently guide your leads on a journey that keeps them steadily progressing through this sales funnel of yours.
What is lead nurturing?
In short, it’s relationship-building. Lead nurturing is maturing and fortifying a lead to a sales-ready state, ripe for conversion. MarketingSherpa research shows that 73% of B2B leads are not sales-ready. But sales teams still keep receiving thousands of unqualified leads that they have to try and convert, which can be like trying to push treacle uphill. It’s demoralising trying to engage with unprepared prospects. Especially when the salespeople are equally unprepared, without any real insight or objective reasoning behind trying to talk to the lead, other than trying to flog something.
Why is lead nurturing so important?
It’s so important because, unlike an actual physical funnel, your metaphorical funnel has to rely on more than gravity drawing its contents through it. With your metaphorical funnel, YOU have to be the force that draws the prospects through. Otherwise, they may simply dematerialise, fall out the non-existent side, or travel upwards and out the top. Whatever. There are no rules of physics that apply in a metaphorical funnel scenario. It’s an imaginary construct.
You need a lead nurturing strategy, not just tactics and tricks. Many online guides will tell you it’s all about email. And we aren’t saying it’s not all about email. A drip email marketing campaign, done right, is definitely a lead nurturing strategy you should be using. But a multi-channel, integrated lead nurturing approach is really where it’s at. You need to be everywhere.
Lead nurturing best practice
Taking note of these lead nurturing principles will yield substantial results for your sales pipeline:
Time is of the essence in lead nurturing
Don’t lose out on opportunities because you are too slow to respond to prospects. Reach out within the hour wherever possible. Be hyper-responsive.
Gone are the days when stock responses are enough to engage a prospect. As buyers, we all expect and appreciate a personalised experience. And with access to more data and automation than ever, there’s no excuse for not delivering it.
Value comes before the sale
Trust is the most important element of customer relationship management – right from the outset. There’s no better way to build trust, authority and engagement than offering value to your prospects long before they pay you a penny. In this regard, content is king. Relevant, interesting, useful content that helps your prospects soothe their pain points is a critical aspect of lead nurturing. Whether it’s problem-solving solutions in targeted email campaigns, directing prospects to your blog or providing free webinars or white papers – how can you be of use and value to your prospects today? Create opportunities for them to buy into you, which could just lead them to buy from you.
Commit to the long haul
50% of your prospects are ready to buy now. 50% aren’t. Lead nurturing is an ongoing process, and it takes planning, commitment and consistency. Connect with your leads through multiple channels.
Don’t let your hard-won leads go cold. And if you aren’t sure how best to nurture them to maturity, we’d love to help. Read more about our appointment setting service.
- Schedule Like a Boss: The Ultimate Guide to B2B Appointment SettingMaximize your B2B appointment setting with our ultimate guide. Dive into strategies, tools, and scripts to turn that empty calendar into a bustling hub of productivity.
- Learn How to Seize Control of The B2B Lead Gen Game With Tailored Strategies for Your SectorWhen it comes to B2B lead generation, one size certainly does not fit all. Our latest blog post dives deep into the playbook of industry-specific lead generation strategies that can help businesses, from financial hotshots to logistic leaders, hit the bullseye in their lead gen efforts.
- Mastering B2B Telemarketing: An Unconventional Approach to Business Lead GenerationMastering B2B Telemarketing: An Unconventional Approach to Business Lead Generation In today’s dynamic B2B landscape, having an effective lead generation strategy is more than crucial. It spells the difference between stagnant growth and a meteoric rise to success. At the heart of it all are essential elements such as B2B telemarketing, business lead generation, lead… Read more: Mastering B2B Telemarketing: An Unconventional Approach to Business Lead Generation