What is Lead Nurturing?
Lead Nurturing is an Inbound Marketing strategy based on the analysis and understanding of the different needs of a lead .
With the Internet, the customer has become more demanding and autonomous in his purchasing decisions. He does it alone and at his own pace. And let's be clear, this can take weeks or even months in B2B.
stat lead not mature in B2B
73% of the leads you generate in B2B are not yet ready to buy.
To convert your leads into customers, you must therefore keep in touch with them throughout this purchasing process. This is what Lead Nurturing is for.
Simply put, Lead Nurturing consists of sending emails to your leads to provide them with luxembourg email list quality content that answers the questions they ask themselves throughout the purchasing journey.
To your question “what type of content should I share with my leads?”, I would answer that it depends directly on the stage of the purchasing journey in which your lead is.
Buyer journey: the length of the sales cycle - Inbound Marketing
Your Lead Nurturing strategy should allow you to answer the questions that the buyer asks depending on whether they are in the Awareness, Consideration or Decision phase presented in the visual above.
Let's see how.
Lead Nurturing according to the 3 stages of the purchasing journey
1. Your Lead’s first steps in your Lead Nurturing
In the first stage of the conversion funnel, we find contacts who have only shown interest in information that is not directly related to your products.
He encounters a problem for which you have the solution. But he is only trying to understand his problem. He is in the Awareness phase.
A lead of this type is a potential customer who, although he has left you his contact details, is at the very beginning of his consideration. He is therefore far from making his purchasing decision.
At this stage, to help your lead in their purchasing process, you need to share content with this type of contact that is adapted to the Awareness phase . For example, blog articles, infographics or webinars in replay that help them understand their problem.
You understand that there is no point in proposing a quote request here: the lead is not looking for a solution at the moment, he is understanding his problem.
2. Your lead progresses in your Lead Nurturing
In the second conversion phase, leads are more mature.
These contacts are now warmer and have repeatedly shown interest through downloading one or more of your company's contents.
Additionally, they have already started showing interest in your products or services.
So this is the perfect time for them to receive so-called “Consideration” content. They have understood their problem well and are looking for the best solution to solve it.
These can have different formats such as white papers, catalogs or even customer testimonials.
A lead who responded in a form that they have a short-term project falls into this category.
3. Your Lead Nurturing is working, your leads are ready to speak with your salespeople
B2B buyer behavior to generate leads
At the end of your conversion funnel is where the most qualified leads reside: the so-called “Decision” phase. That is, they are ready to speak with your salespeople.
They have identified the solutions available to them and believe yours is the best. Your leads want to validate that they are making the right choice.
These are potential customers who express a desire to be contacted to learn more about and evaluate your product and/or service with the help of a member of your sales department .
This is a good time to send a demo proposal, appointment requests or the famous quote request.
Marketing Automation to automate Lead Nurturing
As you can see, Lead Nurturing is ultimately about sending the right message to the right person at the right time.
To implement an effective Lead Nurturing strategy, you need to be able to identify the maturity level of your leads in order to classify them into the Awareness, Consideration and Decision phases.
How to convert more leads into customers with Lead Nurturing?
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