B2B Lead Nurturing Tips for Sales-Ready Leads - Cognism

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1. Ask yourself the following key questions: How did they find your products/service? Where do they look online for information? How do they evaluate which products are suitable for their business? What steps do they take through their discovery journey? What content are they engaging with? The more you know, the better your nurturing programme will be! One of the ways to get this information is to speak to those loyal customers who have just gone through your sales cycle. Do this by setting uponline surveysor virtual meetings. Review the journey with them: what they liked, didn’t like, and what added value to the process. How to create successful email nurture campaigns? A successful nurture campaign is about three things: Timeliness. Relevance. Personalisation. To manage these three elements, you need to leverage the following: Demographic data In B2B, consider these factors: What the prospect’s role is, their seniority and decision-making status. The type of company, the person, works at. Look for any specific trends or drivers in that industry that match your offering. Company size - are they enterprise or SMB? Behavioural data The questions you need to ask are: What did the prospect do to enter the lead nurturing program? Did they purchase anything in the past? If so, what and when? How have they engaged with you before? What are their preferences? Personalisation All demographic and behavioural data could be a source of personalisation, ensuring that your lead nuturing campaign is relevant and timely to each potential customer. Without the right B2B technology and infrastructure to support execution, personalisation can quickly become very complex. For example, if you personalise our B2B marketing based on demographics, behavioural data and the lead score, multiple paths of nurture are possible: If the prospect is a marketer in a manufacturing business, then the nurture path is A. “Offer your prospects something exclusive, making it easy and frictionless for your prospects to engage with you.” The goal is to move or nurture sales leads all the way through the sales funnel to conversion. Think of it as a well-choreographed dance; each move designed to drive action and keep momentum going. Here are our top tips for creating an effective lead nurturing process: 1. Make it relevant Any lead nurturing email sequence you run must be relevant to the target audience. Sending blanket emails is never a good idea! Personalised outreach is important, but you can go beyond that. A good thing to do is anchor your B2B lead nurture around the prospect’s pain points. It should be answering questions or solving pain points. Remember that pain points can differ depending on the industry or even the lead’s role. The pain points for a salesperson will be different from those of a marketer. For example, CEOs have a very particular set of pain points that differ greatly from others. 2. Deliver value With an email nurture campaign sometimes,B2B sales reps can be too quick to sell straight away. A much better approach is to engage your leads at the start with relevant, valuable content. Offer them something that will help them or answer their questions. Education is pivotal to good B2B lead nurturing. Different types of content work better at certain junctures in the nurture sequence. It depends on what your goal is. 3. Anticipate behaviours So much of B2B lead nurturing is about predicting how people will behave. Which actions are people going to take? A good lead nurturing email cadence should have branches for people to go down. But, there must always be a ‘golden path’ you want your leads to follow. Every branch must guide them back to that path. Don’t be afraid of giving your leads options. You can learn a great deal from the options that people choose. Then, you can use those insights to optimise your lead nurturing emails. Don’t set your sequences in stone; you should always look to improve them.

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