It's time to take your B2B company's digital presence to the next level.
Today, the entire logic of digital marketing has changed dramatically. As time hong kong mobile phone numbers database goes by, buyer behavior is much more autonomous and self-sufficient than it was a couple of decades ago. Every buyer has an extensive process of research and education about their needs and about the products that can satisfy them. This means that an average buyer today has practically already established their purchase decision before a sales representative contacts them.
This means that a digital marketing campaign must accompany and guide different buyers or potential clients to a purchase decision where the best option is our company. In a methodology such as Inbound Marketing, there are different types of tactics that can help create that path to lead prospects to a purchase decision; one of these tactics is lead nurturing.
This type of action, contrary to what many believe, is a much broader and more complex tactic than sending a bunch of emails to a prospect, or providing content to my databases at all times, without taking into account the moment of the buyer's journey in which they are.
WHAT MAKES A GOOD LEAD NURTURING CAMPAIGN?
Developing a good lead nurturing process involves creating a broad web of relationships between prospects or potential customers and your company. In other words, within this type of tactic, it is necessary that both parties – both the prospects and the company – obtain some kind of benefit ; what I mean is that you cannot offer content without being sure that you are helping your prospects to advance in their purchase decision process. So, to this extent, sending an email to your prospects with a certain frequency showing them a new ebook or an infographic that you developed is not a true lead nurturing tactic, simply because you are not sure of the progress of your prospects.
A true lead nurturing campaign involves creating and expanding your prospects' interest in all topics within your company's industry. However, when you do this, you should keep in mind the opportunity to gain new information about where each prospect is in their buyer's journey and what issues or needs they are developing.
On the other hand, this communication network that must be created between the client and the company will always be closely linked to the particular situation of each company and to the specific territories of each industry sector. This means that there is no single way to develop a lead nurturing campaign, but rather there are different ways of executing this type of campaign, depending on the company.
