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.
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.