The past few years have dramatically altered the way we think
about and how we conduct business-to-business marketing and lead
generation. The ubiquity of Internet
connectivity, broadband, and business email has led to a complete upending of
the seller-buyer relationship. Direct
mail (“snail mail”) is out; email is in.
Reaching millions of people through mass advertising is out; reaching
the same millions (but only when they
want) through search engine optimization is in.
“Interrupt marketing” is out; “opt-in marketing” is very in. Feast-or-famine results are out; consistent,
smooth-line results are in.
The objective of lead nurturing is to keep an interested lead engaged and “warm” until such time as that lead is ready to advance to the next sales phase. |
The Five Principles of Lead Nurturing All B2B Marketers Need to Know
Let’s start by stating the obvious: There are far more than
just five principles that are important for utilizing lead nurturing techniques
to nurture leads and increase your B2B sales.
What we wanted to do with this post was present a brief, easy-to-read,
easy-to-digest primer with just the five principles that everyone can take back
to work and put to use. In future
papers, webcasts, podcasts, and books, we’ll go deeper into the strategies,
methods, processes, and tools you can use to get even more effective with lead
nurturing, but for now, let’s focus on our top five.
1.
Use
conversational tone (not marketing or sales tone)
2.
Use
lead nurturing only in the right phase of the sales cycle
3.
Use
web analytics and tracking to adjust and mold your messages to your targets
4.
Use
lead scoring to target highest potential leads
5.
Consistent
repetition, consistent repetition, consistent repetition.
These sound simple and obvious, right? Well, they are. So are the instructions on how to hit a baseball (See ball, swing bat, try to hit ball with bat), but very few people can do it consistently well. In the next few posts, we'll explore each of these five tips and talk about doing them consistently well.
If you want to see an entire white paper on the topic and get everything in one PDF, then the white paper Top Five Rules for Using Lead Nurturing to Increase Sales is one in a series of white papers sponsored by WinGreen Marketing Systems. Make sure to read the other papers in the series by visiting www.WinGreenMarketing.com/resources.aspx, where you’ll find links to many papers in the bottom right of the home page.
No comments:
Post a Comment