The business-to-business (B2B) landscape is a tricky one to pass through — particularly in the digital age. Social media has made it simpler for just about anybody to become an opinion leader, making the data out there enormous, conflicting and puzzling. Making your content show up among all this clutter is a big challenge, particularly when it comes to B2B marketing and lead nurturing.
Lead nurturing is not at all complicated. You have to learn how to navigate clear of these simple mistakes by sticking to sensible lead nurturing tactics.
1. Give a personal touch to your messages to avoid being mistaken with a bot.
B2B buyers can spot an anonymous, automated email from a mile away. It’s apparent that you must use email to reach your prospects, but it requires dedication in execution. To make your emails look like a person wrote them, personalize them with the figures you have accumulated, avoid using business jargons, and read them a few times before sending.
2. Be proactive and consistent during follow-ups to grab the opportunity.
Some things are continuously out of your control in sales. It’s important to let go of these issues and concentrate on what you can do. And one factor you have full control over is whether or not you reply to every lead, and how promptly you do so.
It’s still surprising to see how many sales guys fail to respond to leads in an appropriate time. A study by HBR that included over 2,000 companies observed that the average online lead response time was 42 hours. This is how they are making a costly mistake. All you have to do is to carefully observe your lead response tracking and get ahead of your competitors.
3. The Prospect’s need should be focused rather than what your product does.
Your prospects only bother about your product if it makes their lives easier!
Beyond this matter, it doesn’t make a difference to them how extraordinarily advanced your software development process is, or how your business pioneered to improve a particular element. So, it doesn’t make sense to talk about these things except in case you can connect them to the client’s needs.
4. It is essential to understand that your prospects are unique, be sure to segment.
“Similar” is not the same as “Identical.”
Each prospect has a different set of expectations, limitations, and capabilities. Even in situations where there are similarities, you must prevent speaking to your prospect as if you already know what they require. It sounds amateur, and you surely never want to come off that way in any professional communication.
Segment by industry but that is not enough, classify each company’s stage in the marketing funnel.
By identifying a clear audience, your possibilities of running a positive campaign are increased. Content that is personalized to your prospect and connects with them will produce favourable results.
5. Back your Lead nurturing efforts with business intelligence.
Information about the prospect such as whether he has already spent in a competitor’s product and if that’s the scenario then whether it is a short term or long-term investment- all this data can give you a decent clue about how you should deal with the viable prospect. Sales agents should be thoroughly informed of the prospects and about their business operations prior to making a call, or a follow-up communication- this is a golden rule in lead nurturing.
6. Depend on data, not assumptions.
Far too many sales groups have lead nurturing performance metrics in place. Still, they dismiss the outcomes based on a feeling.
If your metrics tell you that prospect engagement is failing because of response time, then place a strategy for quicker responses. If your content strategy isn’t bringing results, create a new strategy. These metrics are in there for specific reasons. Don’t overlook these strategies because you are hitched to a specific one.
These are some of the usual lead nurturing blunders that you need to watch out for, but there are others too. Lead nurturing is all about displaying to your customers that you are dedicated to adding value to their experience. If you focus on that fundamental principle, then your activities will indicate it accordingly.