If you have been battling to attract quality leads to business, you may be wondering what has gone wrong. Unlike b2c lead generation campaigns, b2b strategies require a fair amount of subtly, planning and cohesion to ensure that leads are truly high value.
The Best Way to Nurture High Quality Leads to Business
In this guide, we share some tips on how you can perfect your nurturing strategies to attract the very best quality leads to business. To ensure that you nurture only the best leads to business, start with these steps:
Target leads wisely
The very step in attracting quality leads is to know who (and how) to target in the first place. For b2b lead nurturing, it is essential to identify the key decision-makers – these will be your targets. Trying to rush leads through your funnel without any sort of lead scoring or segmentation can be disastrous on many levels. Make sure that you have carefully scored the most viable leads before proceeding. This will ensure that you do not waste valuable time and resources trying to nurture leads that have little to no hope of converting.
Entice leads carefully
Unlike b2c lead nurturing campaigns, b2b campaigns require a lot more thought. How will you take leads through your funnel? What can you offer prospective leads to encourage them to move to the next step? This could take the form of content upgrades, exclusive access to resources, free trials or a combination of offers. Regardless of your incentive, make sure that your lead content is designed to target leads at the right time throughout the funnel. Trying to rush the process can end backfiring horribly. Once you have identified valid, ready leads, you can move on to the next step – aligning your marketing, sales and customer teams.
Align your teams
What happens when a lead appears to be ready to convert? How are leads passed on to sales? Are your customer service and sales teams aligned? What about your marketing and sales teams? Without a smooth flow from marketing to sales and customer care, there will be far too many potential gaps for leads to be lost. A bad experience with sales can turn the warmest lead into a cold dead end. Likewise, a poor customer service experience can undo all the work that your sales team have done to seal the deal. Keep everyone on the same page, and it will become far harder for leads to slip through the cracks.
Try these simple steps and you should start to see a genuine difference in how you attract and nurture leads to business.