B2B lead nurturing and segmentation are two critical parts of any effective marketing campaign. Lead nurturing is focused on moving your prospects through the buying cycle, while segmentation hones in on the specific interests of those prospects. To be as effective as possible, you must segment your nurturing efforts so that the experience is both relevant and personalized.
We’ve put together some helpful dos and don’ts to keep in mind when working on your lead nurturing campaigns:
Lead scoring enables you to clearly identify those leads that are sales ready and those that need further nurturing.
Lead scoring models need to be monitored and evaluated on a regular basis. Hold monthly or quarterly meetings to assess progress and review employee recommendations.
Work together to define MQLs and SQLs, track progress, request feedback and monitor workflows. In general develop strong marketing & sales alignment.
Customers needs are always changing. Don’t get too comfortable and assume you know what type of information people are looking for – always ask!
Address your prospect’s interests by engaging with them about specific actions they’ve taken (downloading a checklist or visiting a blog post).
Emailing too often can lead to customers unsubscribing. Be respectful of their inbox, and do not inundate them with information.
Prospects are looking for answers. Provide them with valuable information that helps them solve their problems.
Create one CTA per communication and test and track its effectiveness.
Prospects who are just beginning to research their options do not want details sales pitches. Know where your prospects are in the cycle and communicate with them appropriately.
B2B lead nurturing and segmentation, when implemented properly, will transform your prospects into paying customers.
Successful marketing campaigns incorporate strategic segmentation lists. Are you segmenting your data within HubSpot to increase ROI? If not, you need to be.
Segmenting those who have made previous purchases is a great way to send targeted messages. Based on a customer’s purchase history you can deduce what other products or services they would likely be interested in. You can also track the lifecycle of that original product and send information around the time they should consider purchasing an upgrade or buying a replacement.
The information that you communicate with a customer vs. a prospect is also different. While customers may already know and love your product or service offerings, prospects will need to be educated on them while simultaneously working to grow their trust with you and your brand.
Depending on your business and your market area, the creation of geographically segmented lists can be extremely effective. If you're marketing to national or international markets, people living in different locations are likely to have different needs or desires. Additionally, cultural characteristics can impact how and when to best communicate your offerings and promotions.
Your personas represent different buyer types who have different preferences, behaviors and attitudes toward your product. While they may be interested in the same product, the reason for their interest could be very different. Your content must speak to those differences, and hone in on what’s most important to each persona.
What stage of the buying process is your prospect in? The information you send to a brand new prospect who only just started their research should be educational and informative (awareness stage). Whereas someone who has demoed your product, had a free consultation, or requested a quote is looking for more detailed information about making a purchase (decision stage).
Someone who leaves their cart is likely in that decision making stage. They intended to purchase your product but something stopped them from doing so. Creating an email campaign reminding them of their abandoned item, or asking them if you can answer any additional questions, can prove beneficial to the bottom line.
Track who opens and clicks on all of your emails, visits your website, interacts on social media etc. Show your appreciation to your loyal readers by rewarding them for their ongoing support with a VIP coupon or promotion. These types of targeted campaigns can help to make them feel special foster a trusting relationship.
How do you segment your lists? Have you found that one particular segmentation method stands out in the crowd? We’d love to hear about your experiences. And if you need help building, organizing, or marketing to you newly segmented lists, we can help. The Yetis are waiting to hear from you - call (571) 606-3106 or email anytime!
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Lead nurturing and segmentation are two critical parts of any effective marketing campaign. Lead nurturing is focused on moving your prospects through the buying cycle, while segmentation hones in on the specific interests of those prospects. To be as effective as possible, you must segment your nurturing efforts so that the experience is both relevant and personalized.
Will you be attending Martech Magnified: The Fundamentals of Marketing Technology on January 27? Some of the top marketing executives in the DC area will be there to discuss various marketing technologies that can help address your specific lead nurturing, scoring, and segmentation needs. But for now, we’ve put together some helpful dos and don’ts to keep in mind when working on your lead nurturing campaigns:
Lead scoring enables you to clearly identify those leads that are sales ready and those that need further nurturing.
Lead scoring models need to be monitored and evaluated on a regular basis. Hold monthly or quarterly meetings to assess progress and review employee recommendations.
Work together to define MQLs and SQLs, track progress, request feedback and monitor workflows.
Customers needs are always changing. Don’t get too comfortable and assume you know what type of information people are looking for - always ask!
Address your prospect’s interests by engaging with them about specific actions they’ve taken (downloading a checklist or visiting a blog post).
Emailing too often can lead to customers unsubscribing. Be respectful of their inbox, and do not inundate them with information.
Prospects are looking for answers. Provide them with valuable information that helps them solve their problems.
Create one CTA per communication and test and track its effectiveness.
Prospects who are just beginning to research their options do not want details sales pitches. Know where your prospects are in the cycle and communicate with them appropriately.
Lead nurturing and segmentation, when implemented properly, will transform your prospects into paying customers. If you need help choosing the right marketing technology, be sure to attend MarTech Magnified: The Fundamentals of Marketing Technology. We hope to see you there!
