We’ve talked all week about the importance of understanding buyer preferences, and all month about catering your marketing to the customer. Now let’s get a little more tactical: how do you give the buyer what they want, when they want it? And, most importantly, how do you achieve this 1:1 personalization on a scaleable level?
The answer is simple: lead nurturing. Let’s take a look at what lead nurturing allows you to do, and the four major benefits of nurturing cold leads to a sales-ready state.
Do more with less.
Whether you’re a one-man marketing department or a sizeable sales team, one thing’s true across the board: today’s marketing and sales teams are strapped for time and resources. Think of lead nurturing as a simple way to put time back into your day — automating many of the time-consuming, manual tasks that go into educating leads to a sales-ready state, and allowing your marketing and sales teams to focus their resources on more strategic initiatives.
Allow each team to play to their respective strengths.
Lead nurturing makes for a more efficient business process — not only by automating simple and tedious tasks, but by allowing each team to focus on their respective areas of strength. For marketing, this means messaging, email creation and targeting, content distribution, and the development of campaigns that can successfully nurture leads to sales-readiness. And with these more marketing-related tasks off of their plates, your sales reps are free to concentrate on doing what they do best: closing deals.
Personalize your messaging.
77% of business buyers want different content at each stage of the product research process. (Pardot)
Today’s buyers have come to expect a buyer’s journey that’s highly interactive and caters to their specific needs. Not only do nurturing emails deliver the right content at the right time, they also come across as personalized communication. By using plain-text emails instead of HTML, including a personalized signature from a sales rep, taking advantage of variable tags, and sending content based on a prospects’ actions or interests, your sales emails can reach that 1:1 marketing ideal.
Today’s buyers have all the tools they need to research products on their own before talking with a sales rep — and they often prefer to do so. In fact, recent studies show that 60% of the buyer’s journey is now complete before a buyer even reaches out to sales (Corporate Executive Board). But this doesn’t mean that you can’t kickstart the relationship-building process before a prospect is ready to talk. Lead nurturing not only serves as an unobtrusive way to introduce a prospect to the sales rep they’ll be working with, it also begins to establish your company as a credible source of information — so when a prospect is ready to talk, a foundation of trust has already been built.
Want to learn more about lead nurturing? Check out our Complete Guide to Automated Lead Nurturing for 10 must-try campaigns, as well as helpful checklists, worksheets, and tip sheets. And be sure to share your own thoughts and ideas with us in our comments section below!