ThinkSpring Marketing & Communications

Tag Archive: lead nurturing

B2B marketing tip #258: Faster action on leads

B2B Marketing Tip of the WeekWhat percentage of your leads dissolve each month, simply because no one takes time to follow up on them?

Before your next campaign launches, plan the response process. Draft the followup emails or call script for inbound inquiries, as well as the assets and process for the marketing automation system. Then sit down with marketing operations, sales and other stakeholders to agree on roles, responsibilities and turnaround time for lead follow up.

If the campaign–such as an annual tradeshow or event–will generate more inquiries than the internal team can manage, consider an outside resource for extra capacity and time-sensitive follow up.

B2B marketing tip #214: Need generation

B2B Marketing Tip of the WeekInject more leads into your sales cycle by focusing on what really triggers a buyer: a problem that your product or service can solve. Save feature-benefit discussions until after a prospect clearly states their pain points. Remember, it’s not a lead unless there’s a need.

B2B marketing tip #210: Know your list

B2B Marketing Tip of the WeekNothing fuels stronger response than talking to the right people. So are you? Pull a random sample of your house list and audit the records. Look for decision-maker names and titles, record completeness and accuracy of information. Work with sales, or a firm that specializes in database marketing, to improve your data quality.

B2B marketing tip #202: Find the best buyers

B2B Marketing Tip of the WeekUnqualified leads waste time and resources, and create unnecessary friction with the B2B sales team. Better target your efforts by developing 3-5 objective, quantitative questions to screen inquiries and new prospects. Collect this information during your lead nurturing process.

Bonus: If you find significant interest among those who are unqualified, pass this valuable information along for the product team to evaluate new solutions.

B2B marketing tip #198: Let’s make a deal

B2B Marketing Tip of the WeekNeed to demonstrate results by generating inquiries and leads? Make sure your creative includes an offer.

Remember: “For more information” is not a call to action—it’s a waste of words. Eliminate this generic closing statement from your marketing campaigns.

Use this valuable real estate for a compelling close that creates a sense of urgency, adds value to for your audience, and moves prospects forward in the sales cycle.

B2B marketing tip #165: Timely followup for tradeshow leads

B2B Marketing Tip of the WeekStay current with trade show leads. Plan the followup process and draft the post-event letters, emails, or calling script before the event. Get buy-in from sales and execs on timing and approach.

B2B marketing tip #156: Sign up

B2B Marketing Tip of the WeekThere’s no better way to monitor the frequency and content of your company’s communications than to receive them, just as your customers and prospects do. Subscribe to communications offered on your website, for lead nurturing programs by contacting your sales team, and through other channels. You may be surprised what hits your inbox—especially in large organizations where departments outside of marketing can distribute their own content.

A colleague tested this approach when opt-out rates began to tick upward. Sure enough, five emails hit his inbox within an hour of indicating interest—a quick fix by sequencing timing in the marketing automation system.

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B2B marketing tip #146: Recycle and reuse

B2B Marketing Tip of the WeekNo B2B audience segment is infinite—so don’t waste the marketing and sales data you gather at events, through campaigns and on your website.

Regularly analyze your prospects and your inactive and lost leads. Work with sales to identify challenges that keep these accounts or audience segments from moving to closed sales. Then tighten your criteria to weed out unqualified buyers, and set up new campaigns to specifically target the remainder of your inactive and lost leads.

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B2B marketing tip #139: Streamline your lead nurturing

B2B Marketing Tip of the WeekMarketing automation systems are becoming mainstream, but you don’t always need technology to reduce your workload and improve the flow of communications. Review your current lead nurturing process and tally any manual steps or spots that slow down execution, such as entering contact information in multiple systems, or searching for email content. Then, look for ways to work smarter and reduce your administrative burden.

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B2B marketing tip #127: Inbox timing

B2B Marketing Tip of the WeekHave an email newsletter or lead nurturing program? Make sure the sales team and executives can enroll new contacts right away, especially for a subscription-based program.

The best time to send the first email is within 48 hours after meeting—not 3 weeks or 3 months later, when prospects will struggle to remember your name.

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