7 KeysTo Successful Lead NurturingAccording to lead generation expert, Brian Carroll, author of Lead Generation for the Complex Sale, as manyas 9 out of 10 visitors to your website are not ready to buy now. This means you need to find a way to stay intouch with that 9 and build trust – so that when they’re ready to buy, they buy from you.The process of keeping in touch with prospective buyers by sharing valuable information till they’re ready to buyis called “Lead Nurturing.”Should you do Lead Nurturing?HERE ARE SOME SALIENT FACTS FROM EXPERTS: Today’s marketers must synchronize their marketing throughout the buying● Sales lead expert, Mac McIntosh, found that six months after process, providing potential inquiring, 23% of the surveyed subjects had bought the product buyers with high quality or service, from the promoter or from a competitor. An content that is contextually additional 67% indicated that they still intended to buy but they relevant. As Inside the Mind were not ready. of the B2B Buyer showed,● According to Forrester Research, companies that excel at lead buyers look for content nurturing are able to generate 50% more sales-ready leads at throughout the buying cycle. 33% lower cost per lead.● According to CSO Insights, companies that excel at lead It’s clear that lead nurturing nurturing have 9% more sales reps make quota, and enjoy a makes economic sense, but 10% shorter ramp up time for new reps. most B2B sellers have no idea how to set up a lead● According to DemandGen Report, nurtured leads produce, on nurturing program. So our average, a 20 percent increase in sales opportunities versus goal here is to share non-nurtured leads. actionable information.
What are the 7 Keys to a Successful Lead Nurturing Program? 1. Lead nurturing starts with 5. Use Catch Factors® research (credit: Ardath Albee of MarketingInteractions) Figure out who your ideal buyers are to get their attention and research what makes them tick. What are their problems? Where do they Make sure each piece of content can go for information? How do they like to identify one or more Catch Factors consume information? The better you know them, the better you can ● Urgency (Why do they need it?) communicate with them. ● Impact (What will result?) ● Effort (How hard will it be?) 2. Develop a content map ● Reputation (Can I trust you?) and ● Intent (Why should I buy from you?) We have a sample on the Free Tools page at Find New Customers, but you Include a Call to Action (What you want want to map your content across the them to do, such as visit a landing page to buying process using many buying learn more) and a Cliff Hanger® (Ardath variable, such as industry, stage of Albee) – think of the TV show “Breaking process, title, media type, etc. Your Bad” or “Rescue Me” Each show ends with goal’s to help them move through the scene from buying process. next week. Exciting stuff. That’s a cliff hanger. You want to grab their interest and 3. Create missing content keep it. Your content map will undoubtedly have 6. Space out your communication holes. Create content to fill those holes. Between 2 and 4 weeks is generally best. 4. Walk the buyer on a journey It’s ideal if you can ask the prospect for his from Problem to Solution or her own preferred pace. Your content should walk them on a 7. Launch your program, measure journey – from the problems of today to the results and refine your the solutions of tomorrow. With your program insights, you should understand their problems and how your products and Lead nurturing should be a continuous services will be the solution to those journey, and not a task. problems.Jeff Ogden, the Fearless CompetitorFind New Customerssales@findnewcustomers.comwww.twitter.com/fearlesscompVisit: www.findnewcustomers.com