ALL >> Business >> View Article
Planning A B2b Lead Nurturing Program
Lead nurturing is the process by which B2B marketers continuously engage with prospects to create a lasting impression on their product, offering or brand. What starts as a good impression will enable a B2B marketer to pitch at the right time, giving him an edge over his competitors. Moreover, since lead nurturing plays a vital role in inbound marketing it helps to rightly time and distribute appropriate content promptly and effectively. Here are some important pointers when planning for B2B lead nurturing programs.
Create Lead nurturing Strategy
Establish timelines for email frequency and offer strategy. Establish lead profiles that need to be pursued. Decide on the qualitative and quantitative metrics that will measure effectiveness of the lead nurturing program. Aim to increase the number of sales ready leads marketers by identifying decision makers and nurturing them. Work out a strategy to ensure that the leads leaked out of sales funnel or rejected leads are also dealt with. The initial lead nurturing programs must be aimed at lesser recipients in order to identify what works well with prospects.
Deduce ...
... lead intent
In order to increase effectiveness of lead nurturing programs, marketers must be able to deduce lead intent from website activity. Marketing automation tools can be leveraged to identify interest areas of online visitors based on the pages visited, buttons clicked, forms filled, links clicked, etc. Using this deduced intent, and based on the lead profiles that were initially set, marketers can zero in on prospects that are most likely to buy.
Integrate Quality Content
Lead nurturing is not about simply sharing newsletters, eBooks, offers, etc. What actually motivates an email recipient to click open an email is, industry news or competitive analysis. Blogs also generate equal curiosity when they are written by experts and leaders. So, by integrating quality content with lead nurturing programs, marketers can expect readers to respond or share comments.
Share Relevant Messages
The most important factor for lead nurturing success is relevancy. By sending mails that are relevant to recipients area of work, interest, industry segment, job location, etc., there is more likelihood of the reader responding to the email, even if not immediately, at some point of time.
Practice Email Ethics
For lead nurturing to succeed, basic email sending ethics must be maintained. The recipient should be able to opt-out of emails at anytime. The delivered email should be easily downloadable and viewed. Inclusion of call-to-action buttons increase the likelihood of an immediate response while providing additional reading material will only ensure that the interest element is sustained. Providing social media links in the email such as Forward to Friend, Subscribe, etc. can help recipients to share content or links with other professionals or friends.
Also read on –
Search Engine Optimization Tools,
LeadTracker ,
social media campaigns
Add Comment
Business Articles
1. Top Features To Look For In A Warehouse For Storage SolutionsAuthor: kabir kumar
2. Astrologer In Perth
Author: Astroservice17
3. How To Qualify For A Car Title Loan: Key Criteria | Ezcartitleloans
Author: Ez Car Title Loans
4. Christmas Photo Editing: Bringing Festive Memories To Life
Author: Sam
5. Online Cake Delivery In Hyderabad Convenient, Quick, And Delicious
Author: MyFlowerTree
6. Free Zones In Saudi Arabia For Business Setup
Author: adarshhlg
7. What Are The Benefits Of Using A Readymade Iso 27001 Manual For Your Business?
Author: Emma
8. Keeping Your Atms Running Smoothly: Buy Atm Machines For Sale, And Top Atm Routes
Author: NationalLinkATM
9. How Expats Can Make Their Business Dreams Come True In Ksa
Author: jodonjo
10. How To Manage Your Remote Team More Easily
Author: John Rame
11. How Outside Counsel Can Help Your Company Thrive
Author: Anna Paquin
12. Industry Icons And Influencers: A Closer Look
Author: successpreneurs
13. Using Data To Plan Successful New Year Sales And Promotions
Author: Philomath Research
14. Transform Your Home with First2install Bathroom And Kitchen Installations
Author: Vikram kumar
15. Design Your Future: Empowering Women With Fashion Skills In Pune
Author: Spherule