- On November 22, 2019
B2B lead nurturing is a huge part of what we do as a channel marketing agency. On a basic level, leads are generated, placed in an Account Based Marketing funnel, and nurtured until they wish to complete.
The ABM model is proving to be the most effective sales-funnel model for lead nurturing, yet this doesn’t mean it bypasses ALL the drawbacks of traditional lead nurturing.
For instance, let’s say you’re nurturing a lead who happens to be a decision maker within the company you’re targeting. You’ve spent countless hours providing this person with playbooks, case studies, personalised retargeting ads, phone calls – you name it.
Let’s then say your lead leaves the company. What now?
Months and months of lead nurturing straight down the drain – and with no conversions to show for it. This is a real issue if you’ve only been in touch with one contact within the company.
Avoiding drop-offs when Nurturing Leads:
On average, between 6 and 10 people sign off on each B2B purchase, depending on the size of the organisation.
Generally, the higher the price, the more people will be involved in the buying decision. If you’re selling to large enterprises, this could be an entire team.
If you really wanted the sale, why wouldn’t you nurture all of them?
In order to prevent the whole pipeline crashing when your lead of choice leaves their company, you’ll need to move away from nurturing leads on an individual basis, and begin taking the entire enterprise into consideration.
Many would rightfully assume that to nurture a whole company, you should back-off on individual lead nurturing and campaign personalisation. This couldn’t be more wrong.
Your top priority should be building a relationship with the company. This means company-based nurturing opposed to individual lead nurturing.
The goal here is to ensure the organisation as a whole knows about the solutions you offer – not just one person. To do this, you must branch out.
A company buying profile can be set up to help you achieve this. This will usually start with one decision maker, yet as you nurture the prospect further you will include the names of other important decision makers within the company. This is the first step towards nurturing the company as a whole.
Other Useful Tips & Tricks:
- Always be of use to any contact you speak to within the prospect company. Ensure what you’re sending them is nothing but useful – don’t add to the noise by sending them irrelevant sales information.
- Refine your strategy – this is mostly for those who are new to lead generation, but applies to everyone. Figure out which times are best to contact different market sectors.
- Keep their best interests at heart. This may sound fairly obvious, but you’d be surprised how many marketers mercilessly push their product/service without any regards to the prospect. Nobody likes pushy sales tactics!
Should you need the help and guidance of a professional Channel Development agency, contact Gorilla EMEA. We’re the experts at helping you secure an efficient and effective sales funnel that results in highly-nurtured leads, increased conversions, and more impactful ROI.
Get in touch by clicking here – otherwise, good luck with nurturing your leads – and now, your companies.