B2B lead nurturing has changed quite a bit over the years. With the explosive growth in digital marketing more and more communication channels have opened up to convert a lead into a sale. There are a few ways in which you can nurture a B2B lead to the point where it becomes a successful sale and we’ve listed some important ones below.
Set Some Goals
When developing a lead nurturing process, it is essential to establish your desired outcome or goals. Although converting your leads to sales may be one of the most important goals, you may also want to provide a time frame whereby you gauge how effective your CRM methods have been. For example, you may want to only acquire more business from existing clients or you may want to set a goal of attracting 5 new clients in the next month or two.
Start by Developing Trust
One of the most important forms of lead nurturing involves the development of trust within your particular industry – even when the leads in question are not yet ready to purchase your services or products. Although all of your leads may be legitimate, most of them will be at unique stages in the buying cycle, and trying to force them to buy when they are not yet ready could result in them going elsewhere where they will feel less pressured. Instead, take the time to get to know your leads before trying to push your sales pitches on them.
Connect by Using Email
This is by far one of the most effective forms of CRM when it comes to nurturing existing B2B leads. Emails have the advantage in that they are extremely cost effective and they can be opened and read by your leads at times that are most convenient for them. When communicating via email, it is important that you provide an option for your leads to get in touch with you as well – in case they have any questions or concerns. It is also recommended that you have a regular email marketing schedule, as this will prevent your leads from becoming bombarded with communication from you.
Offer your Leads a Choice
When it comes to lead nurturing, most people prefer to be given a choice regarding the method of communication that they want to work with. While email is usually the most effective option, some leads will still prefer to do business by means of a physical phone call that enables them to get answers to their questions or obtain additional information pertaining to your products or services.
Although it takes a lot of time and effort to nurture B2B leads, the final payoff will be more than worthwhile. Any leads that you have taken the time to nurture properly will stand a far higher chance of being converted to sales. In addition, the purchases that are made by nurtured leads will end up being more substantial than those made by sales leads that have not been nurtured in any way.