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Is it Time to Shake-up Your Marketing Strategy?

Maximize your Lead Generation to enable Sales Transformation.

Lead Generation

Data-Driven Lead Nurturing Program for B2Bs

We all understand that the pressure for immediate results drives strategic decisions. But identifying and making use of the buyer’s position in the overall life cycle with the right approach can yield more fruitful results, compared to pushing the hard sell at the wrong time.

data driven lead nurturing

Larger business purchasing decisions lead to longer sales cycles, today taking anywhere from 18-24 months. Faced with a potentially lengthy courtship, view your Lead Nurturing process as a series of “micro conversions.” Until you determine if there is real interest or are able to build on the current level of interest, you shouldn’t assume your Prospects are ready to commit. But with continued nurturing and patience, you can qualify them at a higher level, deliver real value, and begin your relationship even before they make a purchase.

Take simplified approach, it’s worth it.

“Everything should be made as simple as possible, but not simpler.”—Albert Einstein.

Or in other words, just keep it simple. It’s not necessary to take on your entire data base in one fell swoop. Hone in on a specific segment to begin with, measure your progress and optimize accordingly. The key is to take incremental steps while keeping it as simple as possible to reduce complexity while learning the ropes.

Use your audience understanding to create targeted communications.

Getting “the right message to the right person at the right time” is what every marketer seeks. Technology has provided access to a wealth of information and subsequently created a paradigm shift that has changed the marketing perspective to a consumer-focused one rather than product focused. This shift has ushered in the Age of the Customer. 1 In its wake are the “one-to-many” communications containing generic information sent to broad audiences, discarded in favor of “one-to-one” communications that are responsible for propelling Prospect leads closer toward a purchase. Using a targeted approach, each person is guided through their personal stage in the life cycle. Segmenting your database by behavior or developing personas (snapshots of your segments), can enable you to deliver targeted communications to drive success in your Lead Nurturing activities.

 

Personalization goes beyond a name and address.

What’s the single most important word to a person? Their name! A proper Lead Nurture campaign is powered by data; but to truly realize the potential, you have to put that data to use. This concept extends past addressing your leads byname; it involves using their digital body language to determine what content is useful and relevant to them. Research from Marketing Sherpa showed that 82%of Prospects identified content targeted to their industry as more valuable, and 67%found content targeted to their job function to be more valuable. By personalizing content, you make it more relevant, while moving your Prospects through the nurturing phase. Embrace their unique qualities to get more out of your nurturing efforts, while increasing the life time value of your customers.

 

Lead Generation: Make Your Offer Creatively

In direct response marketing – regardless of media – people don’t respond to award-winning creative, clever prose or flashy design. They respond to offers.

Your offer is the key leverage point for determining both the quantity and quality of response – which affects both your response rate and your conversion rate.

We start this process with the offer in part to emphasize the importance of the offer no matter what tactic you are planning to use for lead generation tactic.

When you see the offer as the centerpiece – and not an afterthought – you will begin to see how the offer can be manipulated to deliver the response you need.

What is a lead generation offer?

Many people think of an offer as some variation of “buy one, get one free” or “10% off.”

To be sure, these are offers for certain types of products and certain types of direct response applications – but not for generating leads for professional services firms.

In lead generation, we want offers that provide educational information – a free white paper, a how-to guide or a special report covering a topic that is closely aligned to the service you provide. Much like what you are reading right now.

Typically, these are free offers that are made available to your target audience with very little commitment other than sharing some contact information. If your firm produces articles, reports, research or other helpful information, you likely already have the content to produce an effective offer.

Choose of a compelling title

Picking the right topic is essential, but after that, choosing a compelling title can make all the difference in the world.

You need a title that will not only summarize the report, but will also get the attention of your audience.

But don’t rely entirely on your personal preferences. Test out two or three titles to see which pull best. You could see significant changes in response with different titles.

Become a thought leader

For professional services companies, when you write these reports, you also help to position yourself (and your company) as a thought leader and the expert solution provider on the topic.

This could also help to build your reputation within your industry. Over time, you may be able to create several of these reports which could make your website a popular destination for anyone doing research in your field.

Choosing the Correct Lead Nurturing Path for Prospects

nurturing paths

At KickStart SalesForce, we always tests how different lead nurture paths works and see how effective they are. This let us optimize our processes and be more creative in how we treat about our prospect engagement.

In the middle part of lead nurturing, you will reach the point when you have an abundant numbers of content that spans wide range topic. KickStart SalesForce’s nurturing path have content pieces that covers from email marketing all down to the inbound marketing.  Continue reading…

Email Marketing: How to force out the potential use of Template Emails

Template emails are like renting a car. You can choose what you want from all sizes and variation. You can also customize them to your needs and most specially, you can tailor them to make it personalize.

Just like using the Template Emails. It might just be anchored with its format bur anyone can be creative as can if they just want to. Continue reading…

Fiction, Fact, and B2B Marketing

For most people, the Golden Globes are seen as both a fancy awards night as well as another standard for measuring what comes out of Hollwood. What most people miss however is that it’s also an event that rewards great storytelling.

And in B2B marketing, storytelling has become the new Golden Globe standard for creating content. A particularly unique challenge however is that storytelling has tendencies to blur fiction and fact.

Continue reading…

Outsourced Lead Generation – For When You Need An Army

Technology can be a powerful asset in lead generation. However, like many in other cases, it doesn’t always multiply your effort as far as you’d like. Having the tools that can make you a one-man-marketing team might be a good way to start. However, what if you reach a point when you don’t just need a team but an entire army?

Continue reading…

When New Sales Leads Mean New Direction

Marketing campaigns change directions all the time. Sometimes the best target market didn’t turn out to be what you thought. Other times, a new market suddenly pops up and you want a piece of it before competitors do.

There are more extreme cases though when a new market of sales leads will demand an entirely new direction for your business.

Continue reading…

Leads and Demands – One and the Same?

Marketing is becoming more accountable before the eyes of corporate leaders. And because of that, it’s important that you know basic distinctions like the difference between generating leads and creating demand. Granted, even experts end up blurring the two because their purposes are so intertwined. Unraveling these connections though is key to explaining the return on every dollar spent on marketing.

Continue reading…

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