Get more opportunities and deals with lead nurturing

Generating new contacts is not enough to grow a business. Lead nurturing activities are essential to ensure that prospects move along the purchasing process and become loyal customers.

In this article, we will look at how to design a strategy that will help you achieve these goals. Read on to learn more!

Lead nurturing: 6 tips to turn contacts into customers

In B2B marketing, lead nurturing brother cell phone list campaigns are used to convert new contacts into sales qualified leads (SQL), i.e. leads ready to interact with the sales force, and then turn into customers.

To make this happen, you need to plan your activities strategically.

Here are our tips to speed up the purchasing process and close more deals.

1. Define a streamlined and progressive lead nurturing path The goal of lead nurturing is to help contacts progress through their journey from initial interest to purchase intent.

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The need must be created, nurtured and finally satisfied and this must happen progressively.

This should last a few weeks at most to ensure the attention of the prospects. The ideal would be to prepare a sequence of 3 or 4 emails to be sent every 3 or 4 days, but it depends a lot on the type of solution proposed (and the budget required).

After evaluating the performance of these first activities, you can decide how to proceed.

Don’t be self-referential

As anticipated, the core of the strategy (and therefore of the emails and all other activities) is the customer. It is often difficult not to praise the company and the products or services offered within communications, but it is essential to avoid this to create a relationship of trust with prospects.

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The more you talk about the customer, the less you talk about the company, the better the performance will be.

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People love to know that others have been in the same situation and found the right solution to their problems. B2B email marketing is the perfect way to get this message across and show your prospects how many others have benefited from your products.

The best way to do this is through hard data: showing the results achieved by your current customers arouses greater interest and curiosity from prospects.

Always include links to measure engagement

One of the main objectives of the lead nurturing strategy is to monitor the movements of prospects along the buyer journey.

Inserting links within emails allows you to understand what stage of the journey the prospects are at, their interests and concerns and, consequently, the aspects to leverage.

lead nurturingIn the first email, for example, it is advisable to include links to articles on the company blog and encourage prospects to sign up for the newsletter to receive further insights.

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Analyze lead behavior Lead nurturing campaigns should include lead scoring models, which allow you to analyze contact behaviors by assigning scores to each expected action.

In this way, it is possible to evaluate how predisposed each lead is to purchase by taking into consideration:

if he opens the email how many times does he open it if you click on the links present if you watch any videos It is important that the lead scoring model also includes data from nurturing activities. If a prospect opens all the emails, clicks on all the links and then stays on the company website for a long time, it is likely that he is really interested in the products or services offered.

Share data with the sales team

One of the most important aspects of increasing the number of customers in the b2b world is for marketing and sales to work together. It is essential that salespeople have all the information they need to start a conversation with a potential customer.

The sales team must know the actions taken by marketing and the reasons behind them; this data allows them to optimize the purchasing process, shortening it and making it more efficient.

There must be close collaboration between these two departments for strategies to be successful and business objectives to be achieved.

In this article, we have seen how lead nurturing activities are essential to consolidate the bond between the company and its potential customers, accompanying contacts on the purchasing path to transform them into satisfied customers.

This is one of the cornerstones of inbound marketing, an approach based precisely on the creation and dissemination of valuable and interesting content for potential customers, with the aim of creating a long-term relationship.

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