Posts Tagged ‘Lead nurturing strategy’

Build Lead Personas For Better Lead Nurturing

June 17th, 2011 Merlin Francis No Comments

If you are ready to spend some time on putting together your lead nurturing campaigns there is a great marketing tactic, which can really improve the quality and success rate of your campaigns.

The B2C industry has always relied on building buyer personas, which then become the core of all their marketing programs. This method of breaking down you prospects into different groups based on their demographics, interests, motivations etc. can go a long way in customizing your messaging to their needs and ensuring they in turn identify with the messaging and respond to it.

When applied to B2B, building lead/corporate personas based on the size of the company, industry type, their search query, expressed intent etc. can help marketing teams customize their messaging in a way that is in line with the needs of their leads. You can also add your product use case scenarios if possible for the personas you create, this will help you pre-empt a need and offer a more relevant solution than a generic one.


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Posted in B2B marketing, Drip Marketing Campaigns, Lead Nurturing, Marketing Automation | Tags: , , , , ,

Once Upon A Time….Converted Leads Into Customers By Telling a Story

April 14th, 2011 Merlin Francis No Comments

Storytelling is a very popular concept in the B2C world. Advertisers and marketers have used storytelling effectively in their campaigns to build brand awareness and customer loyalty. In a B2C scenario it works because you have to relate to someone at an individual level, if your story appealed to this person, he will in all probability buy your product.

But can the same be replicated in a B2B scenario, where it is usually a group of individuals who decide on wether to buy that packaging machine or software subscription? Longer sales cycles also make story telling difficult, it is no mean task to grab someone’s interest and then keep entertaining them for months together.

So can this effective marketing technique be used within the B2B marketing limitations? Well the answer is yes, as long as you keep one thing in mind…


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Posted in B2B marketing, Drip Marketing Campaigns, Lead Nurturing | Tags: , , , , , , ,

Nurture The Leads In Your Sales Funnel – On Social Media

August 27th, 2010 Merlin Francis 1 Comment

If you are a marketer who is looking at unconventional ways to nurture your Leads, you can explore a more informal channel like social media for Lead nurturing.

Social media adds a whole new dimension to your Lead nurturing process. It allows you to connect with your Lead on a more informal ground and reach him at multiple locations rather than just in his inbox.


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Posted in B2B Social media, Lead Lifecycle Management, Lead Nurturing | Tags: , , , , , ,

Facebook And Twitter Not For Generating B2B Leads!

June 25th, 2010 Merlin Francis 9 Comments

The problem with most marketers is that, the moment they find a new medium or a new channel which is popular with their target audience, they make it the epicenter of their promotional efforts. But if you check – the most successful social media campaigns were those which stayed away from self promotion and offered value to their readers and followers in the form of rich content, research, experience or sheer entertainment.


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Posted in B2B Marketing Online, Lead Generation, Lead Nurturing | Tags: , , , , , , , , ,

‘Intent’ Inference – Changing The Future of B2B Sales & Marketing!

March 6th, 2010 Merlin Francis No Comments

Being able to find the intent of a website visitor will act as a boon for B2b companies. Since B2b decisions are driven by a lot of research, deliberation, negotiations and by multiple decision makers, knowing whats on your prospects’ mind will help companies to plan their marketing campaigns, Lead management programs around the needs of the prospect rather than their own solution. Actions can be taken in real-time and will save companies a lot of time and resources

Social media revolutionized the way B2C companies , did business, marketed their products and engaged with their end customers. It helped them understand the needs of their customers better.

‘Intent Web’ or ‘Intent Inference services’ will do the same for B2B companies – it will change the way they engage their prospects and pitch to them for business. Intent will drive customization at all levels, bringing the customer back into the focus, giving him only what is relevant to him, doing away with all the information clutter.


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Posted in Future trends | Tags: , , , , , , , , , , , ,

Lead Scores – Your Data Minefield!

February 23rd, 2010 Merlin Francis No Comments

Two very important aspects of lead scoring that is often overlooked by most who use this process, is its role in defining the lead nurturing process and developing a more customized lead screening system.


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Posted in Lead Qualification | Tags: , , , , , , , , , ,

10 Easy Tips To Nurture That ‘Lead’

February 22nd, 2010 Merlin Francis 2 Comments

Way back in 2006 Brian Carroll, CEO of InTouch and author of Lead Generation for the Complex Sale had found in a research that 95% of prospects on your website are not yet ready to talk with a sales rep, they are probably on the site to research your solution. Of these only 70% actually buy a product from you or your competitor.

The scenario is not very different even today. Many of the leads your marketing automation tool identifies may actually be dumped into trash or labeled useless by your sales team because the lead is not sale ready. In truth many of these leads could be turned into future sales if nurtured properly.

If I were to define Lead nurturing I would say its the art of building long term relationships with people who might at some point need and purchase your services. It is the art of adding that personal human touch to the entire lead management cycle.

It also requires a plan.


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Posted in Lead Nurturing | Tags: , , , , , , , , , ,
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