What is Lead Nurturing?

Lead nurturing is an integral part of inbound marketing. By definition, lead nurturing refers to the various efforts of a marketer to successfully convert a lead to become a buyer and then promoter. It is not forced marketing. Rather, lead nurturing involves content that is relevant. In other words, you can call lead nurturing as a relationship building process- where a brand tries to get the attention of their target buyers and build a personal relationship with them. You, as a brand, listen to their demands, complaints, and needs. In return, you provide information and answers that they need. Through this communication of educating and creating awareness, your prospective leads slowly become your customers.

Why your business needs to implement lead nurturing strategies?

Research shows that 96% of your leads that visit your website are not ready to become your customers right away. They need more resources to make a buying decision. You cannot simply wait for your ideal buyers to learn more about your brand. Rather, it is on you to start nurturing these leads with relevant contents so that they move faster within your marketing-sales funnel.

Lead nurturing has four main stages that are defined by your leads’ buying cycle – Awareness, Consideration, Decision, and Retention. Each stage requires a different kind of nurturing activity to activate to the next stage.

Buyers Journey in B2B

It is a known fact that your website visitors are majorly anonymous. They may leave without subscribing to your brand. If this is happening to you, then you are not the only one. This is something that happens to every digital brand. Your visitors or potential buyers find your content resource through various sources like search engines, social media ads, video marketing, and blogs. If they leave without subscribing to your brand, you will need to start anonymous lead nurturing to make them convert into leads.

Anonymous lead nurturing begins with Aritic PinPoint’s browser fingerprint tracking where you track your visitors’ browsing activities and accordingly segment them. You then follow up with retargeting ad campaigns, showing them relevant ads that are directly related to their search queries and browsing history. These ads are a great way to capture lead information and nurture them enough to pull them into your marketings-sales funnel.
Once your visitors get converted into leads, your actual lead nurturing activities begin.

The primary reason why brands should implement proper lead nurturing strategy is that forced marketing or push sales does not work with today’s consumers. Your consumers are well-informed and their buying decision depends a lot on how they feel connected with your brand on an emotional and psychological level. Yes, lead nurturing has a lot to do with consumer empathy. After all, it is all about building a brand-customer relationship.

Implementing lead nurturing across your prospects' buying cycle

Your ideal prospects need proper nurturing. In other words, lead nurturing is the art of providing the right message at the right time. Your business can have multiple digital touchpoints – search engines, social media, videos, landing pages, emails, mobile, or blogs. Each of these touch points gives you an opportunity to nurture your leads with the right message. To do this effectively, the primary resource that you will need is an advanced marketing automation like Aritic PinPoint. This all-in-one integrated automation suite is ideal for nurturing your anonymous visitors to delighting your customers, and everything in-between.

Like mentioned earlier, lead nurturing falls into four primary categories. These categories are defined by your leads’ readiness to buy. Each category calls for a different set of actions, based on which lead scores are assigned. These lead scores play a pivotal part in assessing the current buying stage of your leads – the higher the score, the more ready are your leads. In marketing terminologies, we call it moving your leads from MQL stage (Marketing Qualified Leads) to SQL stage (Sales Qualified Leads).

Lead nurturing is not about a singular activity. It encompasses various activities happening simultaneously across multiple channels, like emails, social media, landing pages, website, or push notifications. Creating various drip campaigns that are behaviour-based help in nurturing your leads across all the four stages.

Marketing And Sales Funnel

Stage 1: Awareness

Your visitors convert into leads in this stage. Using various content assets, you create an awareness in your prospective buyers, urging them to continue accessing your contents for more details. In this stage, your leads are still looking for information. Using contact forms, social media engagement, email drips, etc. can help you in triggering activation to the next stage.

Stage 2: Consideration

This is the second stage where your leads are now informed about ways in which they can solve their primary problem. They are looking at various other competitors as well to make an informed decision. At this stage, your potential buyers are considering all the available options. Contents like whitepapers, eBooks, research articles, etc. can be of great value.

Stage 3: Decision

Your potential buyers are now ready to make their purchase decision. This is the stage where you can use content assets like detailed competitor analysis, workbooks, industry case studies, etc. to highlight your product or services. Help your leads to make an informed decision by telling them explicitly why you are their best bet.

Stage 4: Retention

Your nurturing activities have now helped in converting leads into happy customers. However, your nurturing activities do not end here. This is the beginning of retaining your trust and relationship that you’ve built over time through all the buying stages of your customers. Post-conversion nurturing is equally important to drive more conversions for your brand.

Show right message at the right time to acquire leads into your funnel

Build a healthy relationship with your leads and customers

Create automation campaigns with database integration

Proper contact segmentation for effective lead nurturing

When you segment your leads properly, it becomes easy to send relevant emails to each list. You cannot expect a 60-year old entrepreneur taking interest in stuffed toys unless he/she has a kid and previously he/she did browse in that category. It is very complicated to do it manually. That’s why trusting an automation tool to bucket all your leads is a good idea. Since marketing is all about personalization and relationship building, segmentation can happen on the basis of demographics, behaviour, events, and buyers’ stage.

Assign lead scores to do relevant lead nurturing campaigns

Lead scores are scores that you assign to each lead depending upon their behavior and engagement with your emails, on your website and app. For each activity, you assign a score. The lead that has the highest score is the most potential lead. Nurturing this lead a little more will get you conversions. For instance, you can assign a new lead 5 points when they subscribe to your emails. When they click on the in-mail link and visit your landing page, another 5 points are added. From the landing page, if they fill out that form and proceed to the main website, another 10 points. If they spend more than 5 minutes or 10 minutes, another 5 points. Like this, you keep assigning scores and keep a tab on which lead is most active. If they quit somewhere in between (say after landing page they quit, no points or negative points are assigned).

 

 

Build behavior-based email campaigns in seconds

Improve your lead nurturing strategy for higher conversion rates

Lead Nurturing-Aritic PinPoint

There is no doubt that your lead nurturing strategy and its implementation will decide the fate of your branding (and sales). As already mentioned, lead nurturing starts with proper segmentation. Infact, you should employ dynamic segmentation for proper lead nurturing activity. Apart from segmentation, you need to have your automation campaigns in place to ensure a consistent user experience across all the marketing channels. Tips to improve your lead nurturing strategy and make it an effective one:

  • Create a proper drip email series for each of your segments. In Aritic PinPoint, your leads are automatically segmented based on lead source, lead activities, website behaviour and buying stages. Make sure you have all the content assets ready for each of these stages.
  • Club your email marketing automation with push notification campaigns, Facebook Messenger drips, and SMS drips.
    Use intuitive landing pages to nurture your leads. Customize the elements, and use dynamic content to ensure that your landing page is relevant. Dynamic content lets you show different versions of the content based on lead behaviour.


These are a few strategies that can give you higher conversion rates.

Your final takeaway of the various content assets you can build for each of your lead nurturing stages.

Awareness

  • Analyst reports
  • Research reports
  • eBooks
  • Editorial content
  • Expert content
  • Whitepapers
  • Educational content

Consideration

  • Expert guidelines
  • Live interactions
  • Webcasts
  • Podcasts
  • Video
  • Whitepapers on Comparisons

Decision

  • Vendor comparison
  • Product Comparison
  • Case studies
  • Trial Downloads
  • Product feature showcase
  • Live demo

Retention

  • Case studies
  • Social media engagement
  • Webinars
  • Feature launch announcements
  • Exclusive offers
  • Automatic renewal reminders
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