The lack of a strong lead nurturing discipline can cost your organization substantial unrealized revenue. Without lead nurturing in place to capture and cultivate early-stage leads, your marketing funnel misses out on valuable opportunities.
The true value of lead nurturing comes from the technique of staying in touch with prospects while providing them with the relevant information as they move through the evaluation and buying process. But, how do you get that delicate balance just right?
I’ve gotten the okay to highlight 5 Nurture Campaign Time Factors from MarketingSherpa’s new B-to-B Lead Generation Handbook that will help you to fine tune the nurturing timing. MarketingSherpa uses real-life examples and charts to hit home these five factors, but here’s a quick look at them:
1. Immediate welcomes
As soon as you receive a response to a lead generation campaign, you
should rush out a welcome message in reply. It’s just good manners to
acknowledge someone’s interest in your brand promptly.
2. Lead Qualification Telemarketing
The velocity of follow-up matters. As soon as possible use telemarketing (aka teleprospecting) to qualify each lead.
3. Interest-level Timing
Most prospects go through a variety of interest levels in your brand.
Without being annoying, you need to stay in their radar until they
decide to make that buying decision. Identify where they are in the buying process so you can share relevant information at the right time (i.e. should you share a case study vs. white paper? etc).
4. Industry Timing
It’s a given that you may need to adjust your campaign timing to reflect your industry’s annual rhythms.
5. Job Function Timing
Data shows that a decision maker is heavily involved at the very start
and the very end of the process, but leaves the middle of the process
up to the influencers. For your niche, you’ll need to investigate who
gets involved at which point in the process so that you can segment
your messaging.
I encourage you to check out MarketingSherpa’s B-to-B Lead Generation Handbook. It is a monster of a book, but I assure you it’s jam packed with practical, hands-on advice for B-to-B marketers.
Readers of my blog can save $250 off the book at
http://leadgenhandbook.marketingsherpa.com/
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