According to research by MarketingSherpa, companies that nurture leads have an ROI that is higher than 45% compared to organizations without a nurture campaign. But what does nurturing actually mean?
In short, lead nurturing is taking a potential B2B buyer by the hand (in other words lead) and taking it to the next phase of the buying process in a natural way. Only how do you take a client by the hand? By consistently offering relevant content at the right time. With a nurture campaign you reach several marketing goals:
Are you curious about ‘lead nurturing’? In this blog I will give you a few handles and a 5-step action plan to understand the art of nurturing better.
The buyer behavior of B2B is changing. More and more information is available and thus a buyer can prepare a purchase without needing a supplier in principle. Being a B2B marketer you can use this opportunity and make sure that you have a view on the questions and painful areas of your buyer. This means that you have to put yourself in their shoes and understand which daily worries he has and which challenges he sees during a buying process. For instance, what could be a motive to look for a solution? The best way to get a structured idea of your buyer is by creating a buyers profile, a buyer persona.
As soon as you know which questions your buyer has, you can start content marketing. The strength of a good B2B content marketing strategy is tempting potential buyers to contact your company directly: inbound marketing. Tempt your buyer with relevant and consistent content in every phase of his buying process. Tempt him to leave personal data like name and email address and approval of sending future content, so called OPT-IN.
Anything that gets attention grows. This principle of nurturing also goes in marketing. But how do you nurture potential buyers who are interested in your product or service? How do you create a good nurture program?
Used sources: the Web, Eloqua, HubSpot. Act-on
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