Lead generation: B2B lead nurturing best practices

You’ve crafted the perfect email, ad or landing page, and it’s received the conversions you have been working toward. Even though your conversions have been reached, don’t settle – push your efforts to the next level with lead generation. By taking the time to nurture quality leads, your team will have positive future opportunities with customers.

Lead nurturing is essential to B2B marketers. As it is common knowledge that B2B marketers tend to do a lot of research before making a decision, it is good practice to stay connected with your leads that are not ready to buy just yet. This gives you the time to build a solid foundation of trust with them until they’re ready to buy.

You may be wondering, “Okay, I have a collection of qualified leads. What are some best practices in B2B lead nurturing?” Here, we’ll equip you with three of the best practices that any B2B marketer should follow when nurturing leads.

1. Personalized email marketing: Sending an email that communicates relevant, educational content personalized to the users’ roles and interests have proven to drive more revenue than a broad email blast. The next time you send out an email, think about adding a token that includes the recipient’s first name or company. This personalized touch could entice them to click through to your landing page.
2. Content marketing: In your lead nurturing efforts, providing content that is aimed to reach the right user at the right time will help the user progress toward making a purchase. Think of creating helpful blog posts, how-to videos or infographics to better inform your customers about your product.
3. Social media: It’s debatable that social media is a successful B2B lead generation strategy, but I have to wonder “why do we create blog posts, videos, infographics or other quality content?” To share them socially! Sharing these pieces of content helps your customer make a more informed decision and leads them further down the buying funnel.

Successful lead generation results come from testing a combination of these best practices to see what works well for your business and what doesn’t work at all. Do you have any B2B lead nurturing practices that have proven to be successful? Leave a comment below and share what has worked for you!