In today’s B2B market, value is essential. Customers’ immediate and long-term needs must be addressed by your product. Current marketing practices consider customer needs when creating content for lead-generation programs. The same principle should be applied to B2B lead-generation strategies.
To be successful in B2B lead nurturing in today’s market, you must profile customers to identify decision-makers. Targeting your content marketing to the right buyers is critical. This is particularly important as most executives will keep their contact information private from potential business partners.
Marketers should use various profiling methods and be creative in engaging prospects and keeping them interested. These numbers show that context is critical to your business’ success, as well as a customized strategy for lead nurturing.
B2B marketers reported a 67 percent increase in sales opportunities of around 10%; 15% of these opportunities represent at least 30% increases.
The average growth in sales opportunities for nurtured leads is 20 percent higher than that of non-nurtured tips.
Standard email blasts have a response rate that is four to ten times lower than lead nurturing emails.
Blast vs. Drip vs. Triggered
Email marketing remains one of the best ways to nurture prospects. Email blasts and single-email campaigns that go out without following up should be avoided. There are better ways to interact with lead than impersonal methods.
Drip
Drip emails can be time-based campaigns that turn a blast into many follow-up touchpoints. This involves establishing a logical sequence for sending customized messages over a time or schedule. However, each email does not have to be related.
Drip emails can be difficult because you need to make an educated guess about your customer’s behavior to determine the best time to send them. You can contextualize your message by segmenting your customer base using demographic data, behavioral criteria based on buyer personas, or other categories.
A bike retailer might send out an invitation to its owners in January for a tune-up, and another invite after two weeks, offering discounts on tune-ups. This communication can encourage action, educate, and help your brand remain top-of-mind.
Triggered
Email strategy, also known as behavioral or nurture campaign, creates personalized emails based on recipients’ behavior. You prefer specific behavior, such as the number of times they have visited your site or the content they like to read.
Any behavior or action can be used to trigger an email. Contextual marketing can be used to create content. This includes finding the best time to email each prospect. This campaign is designed to provide educational value to help you through the buying process. It also encourages engagement that will allow you to nurture your relationships. This strategy is the best choice for conversion-focused campaigns.
Injecting Context into Nurturing Efforts
The way your prospects respond to your marketing efforts can give you valuable insight into how you can inject context into lead nurturing. These are some of the ways you can use behavioral data that has been collected.