The lead nurturing , you hear a lot about, but do you know so far defined "livestock or applying incubator leads"? What exactly is lead nurturing? What role in a good inbound marketing strategy? How to guarantee its effectiveness? 1min30 gives you its opinion.
Lead nurturing, definition
Marketing glossaries provide us with a comprehensive definition of lead nurturing.
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Lead nurturing is a “procedure which consists in maintaining or strengthening a marketing relationship with prospects (leads) who are not yet ripe for a sales action or for whom this action has failed because too early”.
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The approach is primarily intended for the BtoB segment.
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Lead nurturing addresses prospects upstream of long purchasing cycles, or is interested in prospects with distant projects.
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The internet has changed that with the use of newsletters and white papers.
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Lead nurturing is therefore a discipline centered around prospects who are not yet ready to buy.
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It is therefore a question of providing them with quality educational content, upstream of the purchasing cycle, in order to help them advance in their thinking and maturity.
Lead nurturing and inbound marketing
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In B2B, the buying process is not impulsive: the sales cycles are often long. Complex, commercial prospecting is based on relationships and added value.
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Outbound marketing-based lead generation techniques are no longer enough. Press, telephone prospecting and e-mailings indeed involve interrupting the prospect in his activities. You have to find the right person at the right time.
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Bringing the customer to self rather than go it up: with the new ways of communication (social networks, blogs, newsletters, white papers ...), the inbound marketing is the condition of a successful lead nurturing strategy.
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To achieve a successful marriage between inbound marketing and lead nurturing, it will be necessary to respect three fundamentals: the identification of the different types of leads, the classification of leads according to their maturity, and finally the adaptation of its communication and the choice of channels according to this classification.
How to ensure the effectiveness of a lead nurturing campaign?
Whatever happens, follow three rules.
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Ask your prospects for permission to stay in touch with them. Remember Seth Godin's “marketing permission”, the originator of inbound marketing, and only stay in touch with those who have given you their consent. So hold it! Don't give them the opportunity to lose interest in your value proposition and ultimately disengage.
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Establish a typical journey for each of your targets (or buyer personas). Key ideas, points of comparison, scenario of interest, essential elements at each stage of their reflection ... Do not leave any information to chance, and this at some point in the purchasing decision process.
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Stay alert for signs of progress for your targets. By putting them “under incubator”, you have the opportunity to improve your understanding of their needs and identify when they are ready for engagement with sales.
And you what do you think ? What do you think is a successful lead nurturing campaign?
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Author : TM Root |
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