Posts Tagged ‘Lead Nurturing’

Build Lead Personas For Better Lead Nurturing

June 17th, 2011 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: , , , , ,

Changing Dynamics – The Rise of New B2B Marketing Funnel

May 12th, 2011 No Comments

With advent of marketing automation; increasingly marketers are looking at the funnel and either thinking of ‘How I can actively participate in it, or how I can have my own funnel’.
Here is where Marketing Automation players are coming in and positioning their product as either a funnel builder or as a means of becoming a part of business revenue as opposed to the business cost.


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Posted in B2B marketing, B2B Marketing Online, B2B Sales, Marketing Automation | Tags: , , , , , ,

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

April 14th, 2011 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: , , , , , , ,

‘Woo Your Prospects, Make Them Fall In Love With Your Solution’

February 11th, 2011 No Comments

Valentine’s day is round the corner and the season of expressing love is right here. Everyone wants to be loved, you, me, brands, companies, employees, buyers, vendors, just about anyone and everyone you can think of. But the point is can you make someone fall in love with you, your brand, your product, your services?

Of course, as a marketer, I can share a hundred ideas with you, which I believe will make almost anyone fall in love with anything you want…but lets keep that aside for another day! Today, I just want to share some thoughts on the psychology behind love and how you can use the same to make your prospects fall in love with your offerings.


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

Lead Generation is a Marathon, Marketing Automation Makes it a Sprint

October 22nd, 2010 1 Comment

In truth, Marketing Automation tool, significantly shortens the time between lead generation and lead closure, not because it facilitates lead nurturing and lead nurturing programs (using email tools), but because it recognizes the buying process as a group activity and hence takes into account all activities by an enterprise at different times before qualifying them as a ‘sales ready lead’.


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Posted in B2B marketing, Lead Generation, Lead Nurturing, Marketing Automation, Sales – Marketing Alignment | Tags: , , , , , , , , , , ,

Inside Sales Team – Unsung Heroes?

October 11th, 2010 1 Comment

Inside Sales teams are often just associated with ‘cold calling’ and doing the dirty work for the Sales team – passing ‘Sales Ready Leads’ on set criteria to the Sales Team to close them. Often their job is supposed to be getting ‘meetings’.

While the Sales team takes all the credit for bringing in deals…are the Inside Sales teams the unsung heroes?


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Posted in Inside Sales, Marketing Automation, Sales Enablement, Sales – Marketing Alignment | Tags: , , , , , , , , , , , ,

Ending the Sales & Marketing Blame Game

October 6th, 2010 No Comments

Every company which has marketing and sales departments has at some point, witnessed the famous – sales and marketing fight and blame game – more commonly known as the sales and marketing mis-alignment. In a B2B set up these differences are more glaring as compared to a B2C company.In most B2B companies, the primary objective of marketing is to generate quality business Leads and of sales to convert these into closed deals. Both these departments are also measured based on the number of Leads generated and the number of sales closed, respectively.

In reality the role of marketing in a B2B company is relationship building and that of sales to use this relationship and help the prospect make a rational buying decision based on business value offered by the company’s solutions.

Irrespective of how companies want to position their marketing and sales objectives the truth is marketing and sales are two sides of the same coin.


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Posted in B2B marketing, Lead Qualification, Sales – Marketing Alignment | Tags: , , , , , , , , , , , ,

Nurture The Leads In Your Sales Funnel – On Social Media

August 27th, 2010 No Comments

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: , , , , , ,

Decode Your Online Leads

August 7th, 2010 1 Comment

Consciously or unconsciously, every visitor on your website leaves behind a set of clues, which if decoded, can easily convey a lot of information on the Lead and his intentions. This post tries to decode some of these clues, which provide greater insight on a visiting Lead.


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Posted in Lead analytics | Tags: , , , , , , , , ,

Is offering Free Trial ‘Green’?

July 27th, 2010 No Comments

Companies which opt for free trials do so because they are confident that their product is going to make a difference to their customers, who eventually, after the expiration of free trial phase are likely to buy the product because of the promise and value they see in it, after having tried it.

Free trials help a prospect gain familiarity with the product, its features; not just in a sandbox environment, but right in the production environment. If the prospect does not like something in the promo run, prospect can voice his opinion and feedback, which can find its way back to the vendor company, who may just be able to accommodate the suggestions in the paid version.


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Posted in B2B marketing, Lead Generation, Marketing Automation | Tags: , , , , , , , , ,
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