The results of lead generation campaigns are hugely influenced by the lead nurturing strategies used by b2b marketers. Today lead generation is more about conversations, understanding the client requirements and reaching out with solid solutions that solve business challenges.
It’s more about how you foster or nurture a client relationship so that the lead converts! Hence lead nurturing is instrumental in b2b lead generation.
As B2B decision-makers rely more on independent research, nurturing and guiding the customers has become the need of the hour for B2B vendors.
This blog talks about various aspects of lead nurturing in B2B and how you can leverage it to improve lead conversion.
Basics of Lead Nurturing-
Lead nurturing is all about building meaningful relationships with potential buyers at all stages of the sales funnel.
It focuses on understanding the requirements of the customers and communicating them with valuable content and content insights too. If done correctly, lead nurturing can help businesses in the following ways:
- Increase brand awareness
- Build trust
- Foster meaningful connections
- Convert leads
Impact of Lead Nurturing in B2B
The pandemic has influenced the B2B sector in many ways. The biggest impact has been the transition to independent decision-making. Research from Gartner shows that B2B buyers now spend only 17% of their time meeting with potential suppliers. Here’s how they spend the rest of their decision-making time:
Clearly, 45% of the decision-making time goes into researching independently. This transformation in buying behavior has changed the way B2B sellers approach their B2B vendors and organizations have not only taken a note of it, they have prioritized lead nurturing now.
Since direct selling is becoming obsolete, sellers need to focus on building authority and be seen as trusted advisors. The best lead nurturing practices can help B2B sellers establish thought leadership and enhance the relationship with their prospects. Thus, it enables you to generate more sales and revenue.
How Lead Nurturing Can Help Enhance Lead Conversion?
Let’s look at how lead nurturing tactics can help you accelerate lead conversion.
Multi-Channel Marketing
Lead nurturing goes beyond setting up drip email campaigns to engage your list of prospects. You can now leverage lead nurturing tactics across multiple channels, such as social media, paid advertising, direct sales, and more. Hence, you can reach a broader audience and generate more marketing-qualified leads.
Targeted Content
You can’t target everyone. It’s essential to segment your potential customers and identify your unique buyer personas.
Nurturing your leads using targeted content creation can help you identify, segment, and target your ideal customers. This helps you reduce marketing costs and increase lead conversion.
Lead Follow-Up
Research shows that almost 78% of sales require five or more follow-up calls; however, 42% of sales agents give up after one follow-up call. Following up with leads is an effective lead nurturing tactic that can skyrocket your sales. When you follow up with your leads in a timely manner, your odds of securing a sale increase.
Conclusion:
Adopting lead nurturing tactics can boost your sales and marketing efforts. B2B decision-makers are looking for providers they can trust and work with for years to come. Lead nurturing helps you increase awareness and build authority. This not only shortens and streamlines the buyer journey; it also paves way for loyalty and retention.
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