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B2B lead generation isn’t easy. But you did great. Your strategy yielded great results and you captured more leads than expected. But what now?
Between lead generation and sales, there’s a long pipeline with multiple touchpoints. You can’t make sales pitches to your recently captured leads. That’s the simplest way of pushing away the prospect and losing the deal. You need to take those leads through the nurturing process, wherein they go from knowing about your product/service to realizing that product/service is what they need.
Now, much like lead generation, lead nurturing isn’t easy. But with the right approach and a defined workflow, you can funnel down the leads towards the sales.
Here are five tips to help you nurture B2B leads more effectively to drive more sales:
Classify and categorize leads
This is one of the first things you need to do as soon as you have captured the leads.
But this goes much beyond just “hot leads” and “cold leads”. Each of these two broad heads must further be split into other categories based on how and where you captured the leads, as well as what lead magnet you used, what are the expectations of the individual, and other key factors.
Thorough classification and categorization of leads will result in higher conversion opportunities.
Create an email drip campaign
Don’t send people emails as and when you feel like it.
The email campaign ought to be well-thought-through that takes the captured lead through different stages in the pipeline towards the final purchase.
So, you need to amp up your email marketing strategy with a defined email drip campaign (unique for each category), preferably put on automation.
Seek response and engagement
Don’t send static emails to people that just “inform”. Engagement is a key factor to transition cold leads into hot leads into sales. The more the captured leads engage with your brand, the sooner the conversion will be. It will also lead to lower customer acquisition costs and higher customer lifetime value.
So, whatever channel you’re using to communicate with your leads, focus on driving engagement. For instance, ask them questions; ask for their opinions and feedback.
Personalize communication
One of the benefits of categorizing the leads is personalization. Based on the category of the leads, you can personalize your message.
For example, if the leads are from the USA, you can give them USA-centric examples and case studies to achieve higher relevance in your communication. This enhances the chances of conversion.
In all, aim to personalize your message in context to what the captured lead needs, prefers, and expects. Make them believe you know and understand them. Talk to them like you’re talking to a friend. You will see a big jump in sales.
Offer more “free” value
Lead magnets are just a first touchpoint. You don’t necessarily have to end offering free value there. You can continue further!
Offer more free value to the lead; offer them more help and assistance to resolve their pain points.
Making a direct sales pitch right after someone has entered your funnel is a bad idea. You should continue offering them free value to the point they understand and trust your brand. Once they are there at that stage, you can then push forward your sales prompt.
This tactic of free value to captured leads ensures better brand positioning and improved customer lifetime value.
Final Words
These are five tips to help you nurture leads the right way and unlock higher sales.
Many B2B brands, after capturing leads, get reluctant, assuming they would eventually make the sales. Don’t be one of them!
Lead nurturing is a process that demands attention and strategy, especially if you want to keep CAC low and get an optimum lead-to-sales conversion.
If you need help, connect with any of the top lead generation companies that also offer lead nurturing solutions.
Many B2B lead general companies today extend end-to-end services, which also cover nurturing. Find them and seek their expertise.
