Best Practice Toolkits
B2B Lead nurturing is a discipline focused on qualified sales leads who are not yet ready to buy. As such, the art of successful lead nurturing is in delivering content of sufficient value that the audience remains engaged. If done well, successful lead nurturing can build a strong brand and solution preference long before a prospect is actively engaged in a buying process. Lead nurturing software allows for qualified sales leads to be tracked and content delivery to be automated through various B2B marketing channels.
Given that, the three main goals of a lead nurturing program are as follows:
1) Maintain permission to stay in contact with the prospect: This is by far the most important goal of lead nurturing, as without it, any other goals are impossible. If a prospect loses interest in your messaging, or does not see sufficient value, they will disengage, either through unsubscribing through normal means, marking your messages as spam, or “emotionally unsubscribing” – reflexively ignoring or deleting your messages.
2) Establish key ideas, thoughts, or comparison points through education: A potential buyer you are nurturing may not enter a buying process for a long time. During the lead nurturing period, however, if you can educate prospects and guide their thinking slightly to incorporate specific requirements and ways of thinking about the market, when they do become buyers, your company and solutions will be much better positioned in their minds
3) Watch for signs of progress through the buying cycle: As you nurture potential buyers, you can watch their
digital body language
to give you an understanding of where they are in their buying process. As they progress through their buying process, they will reach a point where they are ready to engage with sales, as identified through a lead scoring system.
Lead nurturing is a very powerful way to automatically stay engaged with future potential buyers. In doing so successfully, you can establish buyer preference for your solutions, while at the same time understanding buyer timing. However, this is only possible if your lead nurturing programs deliver content that is of sufficient value and interest to the prospects that you maintain their permission to stay in contact with them.
How to care and feed prospective customers with delicious content. View this short, info-packed guide to B2B Lead Nurturing!
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Learn DemandGen’s best practices for building your lead nurturing strategy and then see examples of successful nurturing content from Taleo.