What Is B2B Lead Nurturing?

When it comes to winning over potential customers, companies can get very creative about their lead gen practice while ensuring they nurture their prospects. One effective way to win over prospective clients is B2B lead nurturing.

What Is B2B Lead Nurturing

B2B lead nurturing is the process of listening to the needs of your potential customers at every stage of your sales cycle and communicating solutions to them for building trust and maintaining a connection. It is also a complex process that involves both sales and marketing teams. Lead nurturing puts your prospects front and center and makes sure that your sales team revolves around your customers’ needs, not just your sales targets. 

According to a study by Forrester Research, companies excelling at lead nurturing generate 50% more sales-ready leads, at a 33% lower cost. And not only does great lead nurturing result in more sales but bigger sales too. A recent report by Annuitas Group stated that nurtured leads result in purchases that are 47% larger than those of non-nurtured leads. 

What Are the Benefits of B2B Lead Nurturing?

The following are the three simple benefits of lead nurturing in the B2B world:

• Increase Brand Awareness

By utilizing B2B lead nurturing programs, prospects and repeat customers are regularly exposed to an organization’s brand. According to Demand Gen Report, only 29% of brands nurture their existing customers beyond the initial investment. Doing this can help companies increase their brand awareness and eventually capture more leads in the future.

• Boost Sales 

Since lead nurturing generates 50% more sales-ready leads at a lower cost, businesses can boost their sales efficiency when done right. Its therefore important to understand your prospects and how they interact with your brand. 

• Enhance Order Value

According to Invespcro, nurtured leads make 47% bigger purchases than non-nurtured leads, which means that when your leads buy from you, they’ll buy more in the future. 

Three Effective B2B Lead Nurturing Strategies

There are three effective strategies to help businesses get the most out of B2B lead nurturing – regardless of what specific tactics and plays you employ.

• Determine Your Buyer’s Personas

If determining your target audience is essential for lead generation, it’s twice as essential for lead nurturing. You must know who they are, what they are looking for, and what motivates them, so you can easily convince your prospects that they need your solution and you’re the company they should work with. 

Moreover, you need to ensure that your sales and marketing team is on the same page about your target audience. The most effective way to do this is to create buyer personas. How to do it? Create profiles that cover your buyer personas’ basic information, titles, roles, challenges, motivation, and buying şişli escort behaviors. 

• Get the Right Leads on the Right Time

In the B2B world, getting the right leads at the right time is lead nurturing 101 but unfortunately, many companies are still struggling to do this right. Your main goal in B2B lead nurturing is not to get someone on the phone as quickly as possible, but to get the right leads on the phone at the right time. After all, starting sales conversations too early can lose the deal. 

For companies working with a large number of leads at a time, the most effective way to gauge interest is through automated lead scoring or progressive profiling. Doing this can help businesses set certain tasks and actions such as opening emails or reading blogs to increase their leads’ scores.

• Segment and Narrow Your List

Segmenting and narrowing your buyer’s personas lists are essential in B2B lead nurturing. It also allows you to send the right message at the right time to the right people. Most companies set up automation within their CRM/marketing automation platforms to send certain types of contacts into different lists. For instance, you may craft a list of all leads who have the title of CEO or a list of all your leads in a particular industry. 

To make the most of B2B lead nurturing, companies must keep their sales and marketing teams aligned, provide data to validate their services, and keep in touch with potential customers throughout various stages of their buyer journey. By building a robust lead nurturing process, you can increase conversion rates and build long-term relationships with customers and prospects. 

Looking for a reliable B2B marketing company? Markable Solutions offers B2B lead nurturing services by managing your lead life-cycle right from marketing automation software selection, prospects engagement, updating CRM, and discarding unwanted inquiries. Interested? Call us now!