Excellent lead nurturing is like any other marketing campaign. It does not matter who introduced you-friends, internet. It is usually painful the first phase of lead nurturing.Contrarily everybody loves the close of a sale. Everything about the close of sale is enthralling to everyone in the company and the sales team is beside itself.
Everything that falls between the Introduction and close of sale is the exciting part. While on a sales call you get to know each other’s interests. What are the clients’ requirements and how to find a first class solution to the problem.
The above rules apply to b2b marketing as well. You need to strengthen your position with prospects over time. You need to progress steadily from one interaction to the next. This way you know when exactly to commit resources and when to pull back.
In b2b lead generation, this process from introduction to the close of sale is called lead nurturing. It is defined as the process of building a relationship from prospects that are not yet purchase-ready. At this stage of interaction do not think of budget, authority or timing and a clean hand-off to sales at the right time.
Lead nurturing can be defined in stages
1. Introduction
2. First meeting
3. Follow-up
4. Subsequent follow-up
5. Close of sale
Introduction
Introduction is the first time your prospect gets to know you. How you met is unimportant. You can do your the best to impress upon the prospect about the selling points of your company and the company’s products and services and nurture the lead step by step.
Get to know your client
The first step is to identify your ideal prospect. You should know that the best prospects for your prospects or solutions are companies in the U.S with an employee size of around hundred. These companies are either in the technology or manufacturing sectors. Having a good knowledge of the demographics of prospects will give you an idea of marketing to a certain locale and get an insight into how to nurture the lead.
Brand Building
If your answer to the question “does brand building matter to B2B companies?” is yes and if you are famous your lead generation tactics are likely to succeed. In fact, 65% of the companies that claim to be famous report being good at lead generation. Only 44% of the not so famous companies report being excellent at lead generation.
The reason that brand matters is because B2B customers are bombarded with informative choices.
Inculcate thought leadership
By helping buyers research early in the sales cycle is one way for B2B companies to build their brand. You should be in a position to win your prospects’ trust and make sure you know that you understand their problems. By using thought leadership you can impress upon your prospect about future lead generation efforts.
Generating thought leadership helps build a foundation for a relationship with your prospects. You can influence them and win over their familiarity and trust. At his point in time set the content free to allow it to spread virally.
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