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Re-activate the Interest of Lapsed Customers to your Company

Re-Activate the Interest of Lapsed Customers to your Company

Are you looking for ways to re-activate the interest of your old customers or prospects to increase your sales and revenue?

The lead nurturing strategies on how to deal with old customers on your pipeline is important in winning them back and convincing them to purchase from your company again.

According to peoplepulse.com, 50% of Marketing Managers and 30% of Sales Managers cannot identify their company’s percentage of annual customer loss. Those who thought they knew their firm’s defection rates believed that it averaged about 7-8% per year. However, research shows that the average firm loses is between 20 to 40% of its customers per year.

So how do we keep track of our old leads and rekindle our relationship with them?

With the help of our  lead nurturing tool, we keep them the in touch  and get their attention constantly. By creating a scheme of actions in following up the prospects, we were able to reach out to them again.

The period of time as to when to connect with them again varies. And only you can determine the best cycle to re-activate them for your company. For Callbox, we usually give 1 month to reach out after losing touch with your customers. Too much of marketing exposure through email, calling and social media to your customers may turn them off. Of course, we don’t want to flood their inbox with email which will make them decide to delete our email or block us permanently.

Related: Subject Lines that Gets Event Emails Deleted

Here’s how you can re-activate their interest with your company and encourage them to become active again.

Send “Win-Back” Email

Many are saying that reactivating customers through email is not enough. However, sending emails can be effective in encouraging engagement from lapsed customers. Here are some tips on how to win back previously interested customers via email.

Tip 1: Use “We Miss You” in your subject line to make them feel important.

Tip 2: Schedule sending multiple but short and engaging emails showing that you care for winning them back. You can schedule every month for the next 3 months. But never re-engage later than 6 months.

Tip 3: Make it more personal to build connection with your customers again and amplify your brand. Here’s an example of the template that we use when sending out follow up emails to lapsed customers.

Related: AskCallbox: What makes an effective lead nurturing program?

Reconnect through Social Media

Use linkedIn, facebook or Twitter, etc to reconnect with previously interested customers. However, be extra careful when reconnecting with them as reactivating them through social media can be inappropriate. Here’s how to do it the right way.

Tip 1: Find out what they want when they first expressed their interest  to your company. Social networking sites analytics will surely give you an idea of your audience top interest. Below is a screenshot of my twitter analytics.

Twitter Analytics - Interest

Tip 2: Use the things they’re interested in when they first expressed interest with our company such as the products or services they inquire at that time. Update them by posting about it in social media or share your recent case studies with solid facts and statistics.

Create Good Quality Content to Lure Them Back

Remind them of what they’re interested in and entice them by creating quality content, even better if you could craft content related to their industry and try posting them on your website. You can also send  them content via email and put a CTA (call to action) to direct them back to your website.

Example: The 5 to 5 Calling Rule for Inbound Leads (That Generated Over 40% Increase in Sales)

The 5 to 5 Calling Rule for Inbound Leads (That Generated Over 40% Increase in Sales)

Customers come and go regardless what business you’re into. There are several ways on how to re-activate lapsed customers.  Right timing in delivering the right message is the key. Reconnecting with them through multiple marketing channels will help you win them back in no time.

 

Check this out! Turning Targets to Sales-Ready Leads with a 50% Shorter Lead Nurturing Cycle [Case Study]

 

 

Don’t have time to reach out  to your old leads? Let the expert do it for you!

Learn more about our lead nurturing process. Dial 888.810.7464

 

 

5 Data-backed Tips for Better Phone-based Sales Presentations
6 Ways a SMART Telemarketing Platform Doubles Sales Productivity

 

Re-activate the Interest of Lapsed Customers to your Company

Re-Activate the Interest of Lapsed Customers to your Company

Are you looking for ways to re-activate the interest of your old customers or prospects to increase your sales and revenue?

The lead nurturing strategies on how to deal with old customers on your pipeline is important in winning them back and convincing them to purchase from your company again.

According to peoplepulse.com, 50% of Marketing Managers and 30% of Sales Managers cannot identify their company’s percentage of annual customer loss. Those who thought they knew their firm’s defection rates believed that it averaged about 7-8% per year. However, research shows that the average firm loses is between 20 to 40% of its customers per year.

So how do we keep track of our old leads and rekindle our relationship with them?

With the help of our  lead nurturing tool, we keep them the in touch  and get their attention constantly. By creating a scheme of actions in following up the prospects, we were able to reach out to them again.

The period of time as to when to connect with them again varies. And only you can determine the best cycle to re-activate them for your company. For Callbox, we usually give 1 month to reach out after losing touch with your customers. Too much of marketing exposure through email, calling and social media to your customers may turn them off. Of course, we don’t want to flood their inbox with email which will make them decide to delete our email or block us permanently.

Related: Subject Lines that Gets Event Emails Deleted

Here’s how you can re-activate their interest with your company and encourage them to become active again.

Send “Win-Back” Email

Many are saying that reactivating customers through email is not enough. However, sending emails can be effective in encouraging engagement from lapsed customers. Here are some tips on how to win back previously interested customers via email.

Tip 1: Use “We Miss You” in your subject line to make them feel important.

Tip 2: Schedule sending multiple but short and engaging emails showing that you care for winning them back. You can schedule every month for the next 3 months. But never re-engage later than 6 months.

Tip 3: Make it more personal to build connection with your customers again and amplify your brand. Here’s an example of the template that we use when sending out follow up emails to lapsed customers.

Related: AskCallbox: What makes an effective lead nurturing program?

Reconnect through Social Media

Use linkedIn, facebook or Twitter, etc to reconnect with previously interested customers. However, be extra careful when reconnecting with them as reactivating them through social media can be inappropriate. Here’s how to do it the right way.

Tip 1: Find out what they want when they first expressed their interest  to your company. Social networking sites analytics will surely give you an idea of your audience top interest. Below is a screenshot of my twitter analytics.

Twitter Analytics - Interest

Tip 2: Use the things they’re interested in when they first expressed interest with our company such as the products or services they inquire at that time. Update them by posting about it in social media or share your recent case studies with solid facts and statistics.

Create Good Quality Content to Lure Them Back

Remind them of what they’re interested in and entice them by creating quality content, even better if you could craft content related to their industry and try posting them on your website. You can also send  them content via email and put a CTA (call to action) to direct them back to your website.

Example: The 5 to 5 Calling Rule for Inbound Leads (That Generated Over 40% Increase in Sales)

The 5 to 5 Calling Rule for Inbound Leads (That Generated Over 40% Increase in Sales)

Customers come and go regardless what business you’re into. There are several ways on how to re-activate lapsed customers.  Right timing in delivering the right message is the key. Reconnecting with them through multiple marketing channels will help you win them back in no time.

 

Check this out! Turning Targets to Sales-Ready Leads with a 50% Shorter Lead Nurturing Cycle [Case Study]

 

 

Don’t have time to reach out  to your old leads? Let the expert do it for you!

Learn more about our lead nurturing process. Dial 888.810.7464

 

 

5 Data-backed Tips for Better Phone-based Sales Presentations
6 Ways a SMART Telemarketing Platform Doubles Sales Productivity

 

The Remedy for Unqualified Leads: Nurture Them Until They’re Ready

The Remedy for Unqualified Leads- Nurture Them Until They're Ready

“A man is never too old to learn”  and so is a Panda.

Po, a panda and a kung fu student, had to fulfill a challenging task for his retiring kung fu master Shifu, of becoming the next kung fu teacher himself in the recent blockbuster Kung Fu Panda movie. Po’s task wasn’t easy like he thought it was and made him doubt on his capabilities. But with the help of his biological father Li, and the guidance of the Furious Five , Po took the courage to eagerly accept the challenge to learn and improve his kung fu skills and later on was able to teach the other pandas using their everyday activities in the village as their assets. Capping these positivities was resolving himself on the role assigned to him as the Dragon Warrior who embodies the yin-yang, and to fight Kai, the traitor who held other kung fu masters captive by taking all their chi. He knew that fighting Kai wasn’t as enjoying as eating his fave dimsum but Po was eager to fight and save the captives  so he strategized the fight by using his Wuxi finger hold to transported Kai and himself to the beyond. With the use of his chi he was able to create a giant dragon figure of himself to battle and finally destroyed Kai.

Like Po who courageously nurtured and mastered his kung fu skills and used his chi properly to trample Kai, we can learn and master our prospecting skills and tactically use resources like the automation and nurture tool to battle against slow poke follow ups and unqualified leads by nurturing them until they’ve become fully qualified and sales-ready.

Nurturing doesn’t just start after the prospect said “yes, call me back” or confirmed an appointment but officially kicks off from the time the prospect picks up the phone to answer your call. Below are some kung fu-like skills and chi-like tools that you can learn to master in order to free yourself from battling against unqualified or premature leads:

Get to know the Prospect

Regardless of how many outbound calls you make in a day, 50, 80, 140 or 200 but just plainly talking to prospects without profiling them would put all your impressive call volume numbers into thrash. You need to profile your prospect before you can design the best offer or sales scheme for him. You may use personality types from www.sales-initiative.com in profiling your prospects and get to know what sales approach works for each. :

  • The Analytical

Type: One who asks facts & figures

Approach: Using qualitative and quantitative data in your presentation will work for this prospect type.

  • The Driver

Type: Opinionated but make quick decision

Approach: Do small talk and be quick and factual to answer questions

  • The Amiable

Type: Quite sensitive and takes time to decide

Approach: Build rapport with emphasize on WIIFM benefits

  • The Expressive

Type: Storyteller and highly impulsive

Approach: Active listening and be in control of the conversation.

Related: Classification of Sales Leads: Hot, Warm or Cold

 

Give and Take Specific and Accurate Information

Nothing beats a crystal clear conversation. This is the best foundation in creating a good and lasting impression to the prospect which eventually would progress into generating the most qualified lead. Take the following CTAs to help you:

  1.  Share accurate information with prospects about the products and services you offer and couple this approach with the three important Cs of prospecting:

Confidence – exude confidence when pitching. So master and understand how your product works and its benefits to the prospect.

Customize – always place yourself in the prospect’s shoes by acknowledging his opinions and remarks. Some factors you may need to consider are time, budget, need and authority of the prospect to either fully qualify the lead or properly nurture it for future deals.

Consistency – give out accurate facts and data as this will keep you on track during the conversation. The prospect might ask you the same question twice so it’s best to have consistent answers, otherwise he would not believe you at all.

If you got all these mastered as one package you will definitely gain the prospect’s trust.

  1.  Ask probing questions that will uncover important facts about them and how they do business. This will give you a concrete picture of your prospects’ profiles and will get to know their buying behaviors.
  2.  Take note of all the answers or remarks you will hear from the prospect. This will help you create a strategy that will ensure a continuous communication with them and be able to synchronize your activities during the nurture period. 

Related: AskCallbox: What makes an effective lead nurturing program?

Utilize Time and Tools

In the 2010 Gleanster Research study showed that as many as 50% of qualified leads are not ready to buy. So what do you do with these not-sales-ready leads?

Well no other fitting answer to that question but NURTURE them until they are sales-ready with the use of the automation and nurture tools.

Automation and nurture tools are your chi in keeping leads at their best place and position and saving them from becoming shelf-kept captives. Here are short tips on how to utilize automation and nurture tools in 3 easy ways:

  1. Engage and nurture prospects through custom emails sent  via the automation tool.
  2. Answer their queries and concerns by activating real-time alerts and notifications
  3. Track all customer touch points like website visit, links clicked and sent forms, which also means get into multi-channel marketing bandwagon.

Check out our lead nuture tool here!

Qualified and sales-ready leads do not come in handy at all times. Be ready to battle with unqualified leads by mastering the skills on profiling the prospect, giving and taking specific and accurate information and utilizing time and tools.    

Po didn’t go out and battle Kai unarmed – he took time to master his kung fu skills, nurture his fellow pandas by teaching them how to fight, and used his chi to become big and powerful which defeated Kai and saved the captives.

Do you know that telemarketing is an effective strategy for lead nurturing? Learn how..

 

Check out this case study on lead nurturing:

Turning Targets to Sales-Ready Leads with a 50% Shorter Lead Nurturing Cycle

 

Watch our Callbox lead nurture tool integrated with Pipeline CRM!

 

 

 

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AskCallbox: What makes an effective lead nurturing program?

I can drown you with numbers from a dozen sources that prove how important lead nurturing is in the marketing process, but I choose not to. Let me give you a sprinkling of the juicy tidbits, though, as compiled by Ellen Gomez for Convince and Convert:   

  • 79% of marketing leads never convert to sales. Lack of lead nurturing is the common cause for poor performance (MarketingSherpa)
  • Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost (Marketo)
  • Nurtured leads make 47% larger purchases than non-nurtured leads (The Annuitas Group)

Very clearly, lead nurturing is an effective marketing tool to transform what were merely leads in the ToFu to paying customers in the BoFu. I will let you in on a secret: everybody can use lead nurturing to their advantage, and that includes you.

I know you’re excited, but before you begin any lead nurturing program, you need to clearly define goals so you know what is considered “success”. We all know there’s always that “everything depends on perspective” thing. A 100% increase in converts may spell success for you, but to others, it may mean nothing. See, without clear objectives of what you are trying to accomplish with your lead nurturing campaigns, you will never know if you’re seeing success or not. Now think of a concrete and measurable goal. You can even write it down.

The Four E’s of an Effective Lead Nurturing Program

Now, here’s what we’re going to do to realize those goals.

  • Establish

Build a good list of prospects, (operative word: good) from which you define buyer personas and do progressive profiling. Everything, and I mean everything, starts with a good-to-great prospects list. If you can tell yourself you have a pretty decent list, throw it away. You need at least a good one, or else everything that follows will be exercise in futility.

Related: AskCallbox: Where Do you get the List?

From the list, you have to understand who it is you’re trying to reach. It will provide you with a tremendous marketing and sales advantage. Creating buyer profiles takes time, but once completed, they focus and leverage your efforts. You simply cannot have a consistently effective nurturing program without clearly defined prospect profiles.

Get updated and targeted business list of your target market!

  • Educate

Create awareness, inform them about the product, and teach them how to make better decisions by creating relevant, timely, and useful content. In creating the content, make sure you:

    • Know your audience very well
    • Consider the buyer’s journey
    • Set a conversational tone
    • Keep it simple (or short and sweet)
    • Personalize your content

Related: Customized Content for your Target Audience Like These Payroll Software Companies Did

  • Engage

If  you have already mapped out the number of touch points you need and determined which channels to use – it could be email or phone or social media or all of them – you’re ready to engage them.

Helpful Stastistics: 5 Social Media Trends for Businesses in 2016

After sending the initial information about the products or services, you can follow-up by phone. By now, you should have already been able determine if the target decision makers are receptive or not. If they aren’t, you can try and reach out to them via social media. They have to be reachable somewhere; it’s your job to cover all bases and figure out where that is. And remember, key to engaging your prospects is not just giving them any old marketing bit you have prepared, a brochure or a link – it has to be relevant to them and their business, and you must give them that information in a timely manner – at a point when they need it and are actively looking for it, not before, not after.

Related: Statistical Proofs Show That You Should Invest In Multi Channel Marketing

  • Earn

Win them over with a final push! Sometimes, all it takes is a little nudge to make the prospect say yes. Apply all the theories in Psychology to get that sweet yes.

    • Try reciprocal concession: If there is an expensive and a cheap model of a product, it’s better to advertise the expensive one first. Selling down works better than selling up. We feel more responsible and satisfied after agreeing to a concession. We think we have brought that change.
    • Use social proof: We view a behavior as more correct in a given situation to the degree that we see others performing it.
      The more number of people doing it, the more the rule works into making us believe that the behavior is correct.
      We use behavior of people (like us), to determine proper behavior for ourselves.

Mention how many people have bought the product in the past 48 hours and the prospect might just give in.

You have to understand that an effective nurturing program actively moves the prospects you’ve created through your marketing and lead generation efforts, through a complex sales development process to the point where they become paying customers. Yes, anyone can enjoy the benefits of an effective lead nurturing program. You just have to be willing to invest time and resources and patience and ingenuity. The list is quite long, really, but in the end, it’s all worth it.

Here’s what you’ve missed! AskCallbox: Where Do you get the List?

AskCallbox: Where Do you get the List?Check out! Turning Targets to Sales-Ready Leads with a 50% Shorter Lead Nurturing Cycle

Learn more how to increase leads with our lead nurturing program or dial 888.810.7464.

 

 

Putting Value Where Value is Due: Lead Management Pointers

Recently, marketers say that their top priority is to set up an effective B2B lead generation campaign. With incessant digital advancements, they will find ample opportunities to market their products and services as well as fill their sales pipelines with qualified prospects.

Some businesses want to engage as many B2B leads as possible. They usually subscribe to the idea that lead volume is much more important than value. At the end of the day, though, this idea would prove counterproductive. The results often entail a failure of covering up for marketing investments.

Lead quality is in fact much more important. While you can feel happy generating a high amount of B2B leads, you will never ignore the fact that sales-ready prospects are the real drivers of revenue. Moreover, paying attention to lead quality significantly reduces your rejection rates, therefore professing better ROI projections.

In this sense, marketers must also prioritize effective B2B lead management. An effective database takes into account the readiness of individual prospects. It thus gives you a better experience identifying decision-makers with high interests.

Know the elements needed to have an effective B2B lead management!

However, there is a need to value certain lead management components, which the following pointers can expound on:

 

Setup an efficient scoring system

Setup an efficient scoring system.

Lead nurturing should go hand-in-hand with your scoring system. You will need to find out if a certain prospect has all the necessary qualities that fit your criteria. Details such as industry, position and budget should be considered so as to filter out leads that profess little interest and activity. It is also important to adjust your scoring system based on market trends.

Click here to download our lead socring guide!

Focus on activity

Focus on activity.

You will know if a prospect is willing to buy your solutions by its activity. If the prospect engages you constantly, the next step is to maintain the relationship up until the appointment setting phase. High activity means that your lead nurturing is effective. A sudden drop in activity on the other hand means that a prospect has lessened its expectations and that you will need to figure out a different approach.

Vivien on Medium: Profit vs Quality: Who will Prevail?

Follow Up

Follow up.

Low buyer interest does not mean that B2B prospects would not contract your services. It is probable that they have no need of you services at the moment. In this sense, you should not cross them off of your database just yet. Instead, give them new information on your products to foster an effective relationship. You may never know when they need you.

Prioritizing these activities will definitely give value to each prospect engagement. Proficiency is needed though in maintaining a lead management system. And that is only something a B2B lead generation company can provide.

 

 

Callbox Pipeline helps you manage leads and monitor campaigns. Get your leads nurtured until they are sales ready! 

Callbox Pipeline Cloud Based Lead Management and Marketing Automation

 

Use Telemarketing as an Effective Strategy for Lead Nurturing

The Callbox Way: 3 Stages of Lead Nurturing Process

“A plant, a grass, or even a tree needs soil, water, sunshine and a few trims here and there for them to grow, bear fruits and blossoming flowers. Just like plants and trees, a lead needs nurturing until it reaches its full maturity of success.”

Here’s the 3-stage process of how Callbox nurture a Lead:

Profiling the Campaign List

At the kick start of your campaign, the agent profiles the list with the necessary information:

Name of contact

Designation and job function

Phone numbers

Email

Company name

Business address

Make sure you create good quality of business list before the campaign starts.

Completeness of data is important because this will serve as your reference in customizing a business proposal to your target decision maker. (Additional information: Social Media accounts like FB, Twitter, and LinkedIn, Annual Sales and Employee size)

Have regular data cleanup to check your database for errors and ensure that you have accurate information to drive your marketing campaign. Check out our customer profiling services!
 

Building Positive Contacts

Each call is deemed to become a successful lead. Getting passed the gatekeeper and being able to speak with the decision maker, regardless of whatever transpires in the conversation, is a positive call. Each call attempt sets the primary goal to pitch – to get them interested about your product/services and get them to agree for an appointment. Building positive contacts takes occurs through the whole period of the campaign.

Each day of calling will require the agent to be able to positively profile the list. See the scenarios below and how the agents nurture them to grow:

Scenario 1: For Follow Up 

In this scenario, the agent has spoken to the decision maker, but for some reasons, the target prospect declined a call or visit from our consultant. The agent sets another date and time to call the prospect back and sends the initial information.

Related: Classification of Sales Leads: Hot, Warm or Cold

Scenario 2: Requested for More Information

A high percentage of decision makers ask for reference materials before they would agree for a consultant’s touch base. These are prospects that are unsure of whether they exactly understood how your products and services would work for their business, or just simply want to see a comparison between their current set up and what you have to offer to them.

Related: How to Respond to “Send Me More Information”

Scenario 3: Not Interested

Quite an irony it seems but yes, those prospects who said they are not interested, are considered to be positive contacts. The agent holds the chance that a need and interest will arise from To bag all the chances of converting as much as positive contacts into leads, the agent will counter the above mentioned scenarios with Follow Up calls after 24 – 48 hours, or at the prospects preferred timing, with exception to Not Interested for which callbacks are made after quite a period of time.

Don’t give up yet, might as well review and analyze what could have gone wrong.

Alongside these actions, the lead nurturing tool is active and works on the background to send ff up emails and alarms the agent for follow up calls. This lead nurturing tool will change the way you see marketing automation as it applies more humanly behavior when schemas are set well.

 

Setting the Appointment/Generating the Lead

Harvest time! The lead has grown to its full potential now. All important information was verified and the lead qualification has met all the campaign criteria. The prospect is interested to know more about your product/service that could be beneficial for their process improvement, and has agreed to a phone or office meeting with you. Moreover, at some point, pricing packages and purchase timeframe advances the discussion.

 


Nurturing a Lead is a continuous process – daily profiling and building of positive contacts will definitely bring endless possibilities of productivity results.

Have you watered the plants already?

 

 Lead Nurturing Done Right: We Generate Leads and Nurture Them

to Convert into Sales

Lead Nurturing Process

We get you leads, we nurture them and lead them into sales conversion.

 

The Metamorphosis of a B2B Lead

Guy in Steve Erwin garb: The journey of a B2B lead through the sales pipeline is often compared with the life cycle of a caterpillar into a beautiful monarch butterfly. Let’s see the similarities in action.

 

The Metamorphosis of a B2B Lead

Here’s a full transcript of the infographic:

Butterfly eggs 

First off, the production of eggs. Biological studies point out that weather conditions have a significant role in egg production among insects, especially monarch butterflies. Likewise, the quantity of generated B2B leads depends on market trends. Thus, marketers must determine certain opportunities to produce the most prospects.

Dig Deeper: Generating Hotel Leads, Now More Important than Ever

Caterpillars Eating Leaves

After a certain amount of time, the eggs hatch into voracious caterpillars. Their appetite impels them to eat heftily, as the nutrients they consume are significant for the next phase. In the same manner, B2B leads that have hatched into warm prospects express the same degree of hunger – in this case, for information.

Dig Deeper: Untangle the B2B Marketing Process with these Steps

Butterfly Pupa

After a prolonged period of heavy eating, the caterpillars are ready to pupate. Each of them finds a place to settle in, forming chrysalises in which they develop mature parts. This process is similar to when prospects finally decide to engage you in isolated business appointments.

Dig Deeper: Get More Sales by Underscoring Urgency in B2B Appointment Setting

Flock of Butterflies

After several patient months, the butterflies escape from their cocoons and set out to live as adults. It also takes the same amount of time and persistence before prospects develop a well-informed decision to hire you as their service provider. It can get tough along the way, but it’s worth seeing sales results as beautiful as a flock of monarch butterflies.

The journey of a B2B lead entails a lot of processes. It is important to provide the necessary conditions and facilitate their journey towards maturity, which only a competent B2B lead generation company is capable of doing.

A Lesson Lead Generation: Add Some Sauce to your Storytelling

Featured Blog of the Week: Add Some Sauce to your Storytelling

 

 

Grab a copy of our FREE EBOOK, The Ultimate Lead Generation Kit Ebook! Updated with links to the best and latest techniques that will help generate quality sales leads for your business
New and Improved Ultimate Lead Generation Kit to Jumpstart your Business! for FREE

 

A Crash Course on Lead Nurturing… And Why it Matters

 

Crucial Lead Nurturing Tactics for the Struggling Business

Crucial Lead Nurturing Tactics for the Struggling Business

Recent surveys suggest that B2B businesses lead quality over anything else. This is because that qualified B2B leads are more likely to transition to a sale. But prior to this however, marketers need to understand the intricate process of maintaining prospect interest, otherwise known as lead nurturing.

A potential B2B partner first of all does not profess any inkling to buy your products and service. But how would you know? You won’t, mainly because you have not yet contacted the prospect. It is in this respect that lead nurturing complements lead generation in that it helps marketing with identifying and locating high-quality B2B leads.

Information distribution is a typical component in this activity. But more than that, businesses should focus on creating strategies that cover both creation and distribution of marketing messages towards target audiences.

The challenge in lead nurturing thus constitutes the need for effective strategies that guarantee only quality interactions. You can consider these tactics for a good start:

Be creative with your content

Nurturing B2B leads is nothing without an effective content platform. And while you bombard individual prospects with blog articles that spin the same issues over and over again, trying out other content forms can do wonders. So, try to explore other possibilities like infographics and slide presentations.

Offer something new

In marketing, it is essential to provide a steady stream of information to your prospects. Being repetitive however has its downside. Not many people are fond of receiving a email that contains the same message as the last. Frankly, it turns prospects away from you. Effective lead nurturing on the other hand entails a clear consideration of the prospect’s needs, particularly information that has not been discussed during previous contacts.

Ask what is needed

Potential B2B buyers express interest by asking for more information about the products and services you sell. This is crucial in long-term relationships of a symbiotic nature. Hence, it is important to honor such relationship by giving them what they want so that they can return the favor in the form of a done deal.

Give your information value

Going back to providing updated information, it is also vital to give only what the prospect cares the most. Offering propositions that are far from its target industry and its present needs regardless how well you present them is fruitless. A decision maker won’t engage you further if he or she sees you have nothing relevant to present to them.

Sounds like a lot of work? Well, not exactly once you employ the services and competencies of a B2B lead generation firm.

 

Nurturing Lead Generation Prospects – Is it worth the effort?

Nurturing Lead Generation Prospects – Is it worth the effort

Between the sunny skies that wrap around the success of closing a lead prospect into a sale or a contract, there is a cloud of uncertainty that can sometimes come inevitable in a typical lead generation funnel. When a lead is not “ripe” enough to progress into the next stage, there would be a need for “nurturing”.

The question is: is it really a necessary step?

Slowly but surely

To evaluate its worth, let’s first take a look at the good things it brings to the table. Of course, nurturing gets rid (or at least lessens the possibility) of instances when a lead has been brought to the far end of the funnel only to discover that it’s not qualified. The nurturing process allows the marketer to learn more about the prospect, his needs and his capacity to acquire services.

Nurturing a prospect also gives an impression of service. How often does one encounter a business salesman who would spend considerable time and effort just to get to know a potential customer – one who is not yet committed to anything that the business would benefit from?

This kind of image can help boost a brand in the awareness of the people who would turn out to be the target market. People like it when someone – especially a business – listens to them sincerely.

The faster lane

On the other hand, skipping the nurturing part also has its perks. One is that it makes the lead generation process significantly faster, considering that all leads are practically treated the same way and a big chunk of them would eventually fall into the “unqualified” category. The nature of this approach is that when a lead gives even the slightest hint of interest, he will be given the same kind of attention as if he was truly interested in the product/service.

Sales people would be talking more on the phones, yes, but it also heightens the probability of a good outcome, since the marketing aspect of it already relies on selling skills and not entirely on the definite need of a prospect.

Quality versus quantity

The polarizing debate on quality versus quantity will also resurface when choosing between different marketing approaches. In the end, it’s all about what you as a marketer care about more. If you think your business will prosper when taking time to understand your audience, learn how to nurture them. If your objective is to amass as many leads as possible and qualify them afterwards, then nurturing may not be suitable for you.