Tackling the Biggest Challenge in B2B Lead Nurturing
Within any demand generation system, where marketing teams draw in prospects at the top of the funnel and eventually convert them into customers, there’s something that happens that is often overlooked or underserved: lead nurturing.
As defined by Marketo, lead nurturing is:
The process of building relationships with qualified prospects regardless of when they buy, with the goal of earning their business when they are ready.
Roughly 50% of your leads are qualified but not ready to buy. Successful marketers need to stay in touch and top of their minds (through nurturing campaigns) is key to building brand loyalty so that when they are ready to purchase, you’re the first solution they think of.
This is where lead nurturing comes in.
If your prospects associate your brand with a resource that helps them tackle their professional obstacles, you’ll be ahead of the game when it comes time for them to make a purchase decision.
Savvy marketers know and have made it clear that nurturing is a top priority. In fact, 78% of marketers ranked it as one of their most important organizational goals in this year’s B2B Content Marketing Trends Report. A majority of B2B organizations touch leads with nurturing at least once per month, with 22% nurturing weekly and 34% nurturing monthly (HubSpot). Most marketing teams include 5 or more touches in a typical nurture program.
But naturally, setting up a sophisticated nurturing system comes with its share of complexities. Demand Gen Report found that the biggest lead nurturing challenge B2B marketers face is developing targeted content by buyer stage and interest. For businesses with multiple buyer personas, this can be especially challenging.
We’re beyond the batch-and-blast era of email marketing, when sending mass, non-personalized messages was acceptable. With so much noise in the marketplace, today’s buyers expect their marketing messages to be tailored to their specific needs (or they’ll call you out on it).
The benefits of nurture programs speak for themselves:
- Nurtured leads make 47% larger purchases than non-nurtured leads (ANNUITAS)
- Companies that excel at lead nurturing generate 50% more sales at 33% lower cost (Forrester)
- Lead nurturing emails get 4-10x the response rate compared to standalone email blasts (Silverpop/Demand Gen Report)
Need help getting started? Download our latest guide on mapping B2B content to each stage of the funnel covers the basics of developing content for all phases of the buyer’s journey.