Tips to Maximize Lead Nurturing Efforts
In B2B marketing, lead nurturing campaigns are conducted with the primary purpose to create awareness about the product offering, so that it will slowly and steadily create an interest in the product or service offered, and eventually, create the desire to buy it. It can also be described as a process that educates prospects to consider the marketer’s sales offerings when they are ready to buy.
Here are some important tips to maximize the output of the lead nurturing program.
Segregate Email Lists –Partnering with authentic list providers is a good option because the lead data that is provided by them is clearly segmented and well presented. Marketers can also consider using their website as a lead generation tool. Lead data obtained from sign-up forms, registration requests, subscription forms etc., can be used for lead nurturing. Also lead data from website registrations are an indication that the prospect is willing to receive mails from the marketer.
Customize the email – Sending nurturing emails to the right set of recipients is very important. Also, customizing the emails based on lead data obtained from website activity will make the reading informative and interesting for the receiver. If prospects are not willing to receive emails, then, the email will be made spammy and get filtered in due course. Also, there is more chance of building email lists if there is something the marketer can offer for free to email recipients.
Track responses – Marketers need to track responses of emails sent as part of the nurturing program. Some of the responses that can be tracked are mail opened, mail not opened, link clicked, whitepaper downloaded, webinar viewed, mail deleted, etc. When campaign performance is measured, marketers can focus on the respondent’s interest areas or alternatively, conjure up creative ways to create interest in the product. Alternatively, marketers can use their CRM systems effectively to update these responses and generate relevant lead nurturing emails.
Email content – For lead nurturing campaigns, email content must be kept simple and straightforward. It is important to provide, clearly, what action the reader must take if he is interested in the offer provided. Provisions for opting out from the mailing list have to be given and ensured that the email id is taken off the mailing list at once. B2B marketing automation solutions can be used for designing innovative email templates.
Slow Down Campaign Rate – As every prospect requires customized nurturing, marketers need to use the ‘drip’ option. Marketers can plan for innovative email campaigns such as inviting prospects for seminars, trade shows or partner programs. Drip campaign is the most way to nurture leads because at every step marketers can identify who has proceeded to the next step.
To make the lead nurturing process simple, marketers can use marketing automation solutions. It helps to reduce lead intent that can be effectively leveraged in social media campaigns as well.
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