The Art of B2B Lead Nurturing

by Saul Edmonds

How to Nurture B2B Leads

"In the world of B2B, your professional network is everything. Because your business is about business, the potential of who you know and who they know is where powerful connections happen." - Amber Naslund.

Every growing business faces the daily challenge of acquiring new leads - and converting those leads into sales. Maximising leads conversion equates to maximising opportunity - and will result in business growth and increased profitability. Every company should aim to establish consistent lead nurturing practices that work to convert leads into loyal clients. 

Here is how lead nurturing can increase your B2B efforts. 

Develop Trust First 

Lead nurturing is all about establishing trust and creating genuine relationships with clients - even when they are not currently looking to purchase your product or services. The reason that your company must begin to focus on lead nurturing is because the majority of leads are simply not ready to buy. While these may be legitimate and qualified leads, many people are at completely different stages in the buying cycle. Trying to push a product on a client who is simply not ready to purchase will only hinder your efforts. 

Educate Your Audience

A compelling lead nurturing program enables you to develop meaningful client relationships with no pressure to buy. Instead build trust, offer free advice and provide genuine assistance. Use your company blog, social media and online networking to expand your reach.  Your goal is to ensure that your clients feel comfortable today - so when they are ready to make a purchase, your company comes to mind first. 

A professional lead nurturing program will help your organisation get information to those clients who are simply looking to become better informed. By responding to online inquiries in a timely manner with information and not a sales pitch, you position your company to be there when the client has decided ‘now’ is the time to buy.

Connect Via Email

One of the most effective ways to nurture business leads is to use emails. 

Emails deliver that relevant information in a timely manner to clients, and are the ideal vehicle in which you can communicate quickly when the client has a question or concern. 

Consider An Email Marketing Schedule

Establishing a regular email marketing campaign speeds up that process by delivering relevant information consistently to your customers and prospects. 

When it comes to B2B lead nurturing, aim to build strong relationships between your staff and clients. Every customer appreciates friendly service and advice delivered for its own sake. In the long term, clients will be motivated to do business with your company.

While there is no ‘one size fits all’ B2B lead nurturing solution for every company, it is important to see what works with your sales team and then expand on areas in which you see immediate success.

Make lead nurturing more efficient with email marketing.

Is Email Working for Your Business?

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If you enjoyed reading this article, you may also enjoy the following:
1. How to Sell Your Brand in a Sentence

2. 7 Ways to Boost Your Sales With Social Media

3. A Guide to Brand Communications

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by Saul Edmonds