Editor’s Note: This is the second of three recaps from our B2B Engagement Fest Webinar Series.
Let’s talk customer engagement. It’s everywhere: on lists, on charts, on graphs and on the minds of a lot of B2B Marketers. But what is engagement really? And what role does it play in our day-to-day marketing efforts? Mathew Sweezey, Principal of Marketing Insights at Salesforce joined us at B2B Engagement Fest to talk about the tools and tactics needed to power up your engagement strategies.
The prospects who receive your content will also receive content from a hundred other sources, so how do you help your brand stand out in a world where information is overflowing? Creating engaging content that will get your prospect’s attention breaks down into four key elements:
- Availability: Giving prospects a wide selection when it comes to content is – believe it or not, a good way draw them in. It allows them to choose for themselves based on their specific needs and interests.
- Personal: People choose to engage with what they’re interested in, and what they’re interested in or has specific significance to them personally.
- Authentic: Authenticity is one of the most important factors when driving engagement because prospects will choose the most authentic of the available options when it comes to choosing content to consume.
- Purposeful: Content that helps increase engagement should help prospects fulfill their purpose, whether that’s learning more about your product, or finding inspiration.
So how do you build these elements into each piece of content at the scale of all of your communications with clients and prospects? The answer is Lead nurturing. Lead nurturing is automated engagement, and makes it possible to create personal, authentic, purposeful content for each and every client and prospect.
There are a series of triggers that marketers can use to identify prospects who should be added to nurturing campaigns. These can be:
- Behavioral: an action that a prospect takes with your content like downloading, opening, or filling out a form.
- Manual: Marketers can target a specific population – say, Directors or Senior Account Managers, to add to a nurture.
- Reactive: Adding a prospect (or group of prospects) to a nurture because of an internal trigger like sales marking them as cool or dead leads.
Choosing the right channel for your nurture
The next step is choosing the right channel to execute your nurture. You can use your website, or nurture via email, but the channel you choose should match the goals of your nurture and the preferences of the segment you’re trying to reach.
Email nurturing is what most people think of when they think about nurture campaigns. These should be personal and authentic, and appear to be from one individual to another to build a sense of trust with a prospect.
Your website offers another channel to nurture prospects. If you’re looking to target a specific growth market by region, for example, prospects in Tampa, you can create a dynamic content block on your website that will display content aimed specifically at visitors that fall into that segment when they land on your site.
Nurturing By Stages
Knowing where a prospect is in the cycle of batch research – where they download and consume a variety of content – is critical to determining where they should be placed in nurture campaign. Maybe they’ve heard about the product but are just curious about what it really is. Maybe they already use it, but want greater functionality. Maybe they are actively looking for a new solution and your product came to mind. You may not have enough information to tell which of these reasons is the right one, but it’s possible to determine where a prospect is in their batch researching cycle by their activity, and put these prospects into a nurture campaign that will offer them the right content to move them forward to the next stage of the sales cycle.
If your end-goal is to generate leads, then the goal of your nurturing campaign should be to move your prospects from one stage to another. Nurturing can have other goals – including simply staying top-of-mind, but whatever goal you set, keep in mind that nurturing must be stage-based to have the maximum effect.
Find out the 5 nurture campaigns to know, how to identify what stage your prospects are in and how to create a sales nurture in Mathew Sweezey’s full B2B Engagement Fest presentation “How to Rock B2B Engagement in the Age of the Customer”.