NEWS: Say Hello to New Customers: 4 Steps to Get the Most Out of Acquisition Campaigns Schedule a Call
Blog post By Paula Chiocchi on 2015-04-01
Most marketers today know that email is a great way to generate leads that may turn into customers – and revenue. But if you’re like most B2B marketers, you might already have a database of prospects who are at least aware of your company, but have yet to be turned into customers. Maybe they’ve downloaded one of your assets, and sales has contacted them but were perhaps told that the prospect was only “conducting research” and wasn’t yet ready to take the next step towards purchase. So what’s the next step?
Once a prospect is in your database, marketing can help nurture the lead through the buying cycle to turn them into an even better (and hotter) lead for your sales team. The key to doing this is to understand where your prospects are in their buying journey, and provide them content that aligns accordingly.
Research shows that nurturing your leads, keeping them engaged with your content on an ongoing basis, and gradually introducing them to more advanced stages of the sales cycle can yield better response results, and benefit your bottom line. Consider that:
As such, it’s important to understand the 5 stages of the customer buying cycle, and target the appropriate content for each one:
Effective implementation of lead nurturing works, and it's a far superior way to move your leads through the sales funnel compared to general email blasts. That’s because nurturing is personalized, catered to a prospect’s point in the sales cycle, and it keeps your company and products top of mind as potential customers evaluate a purchase. Indeed, lead stage segmentation should be an important aspect in your email strategy because it ensures your leads receive pertinent information about your business – at precisely the right time they need it.
If you need to expand the reach and success of your lead generation initiatives, consider giving BizFACTZ’ B2B marketing data a try. Click here to register on our site and use the offer code “INTRO” at checkout to receive a 20% discount on your first order.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.
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