To develop this strategy, first, you need to define your Buyer Persona and so your Ideal Customer Profile. After analysing your target audience pain points and needs, you will be able to create and distribute relevant content for them. The most important thing is to give a customised experience based on where they are located in the funnel and also according to their needs. In addition, companies that implement lead nurturing make 50% more sales, according to Marketo.

Having said this, before you implement your lead nurturing strategy, make sure that you have gone into the following points in depth.

Lead nurturing best practices

To achieve results in lead nurturing, it’s essential to first stop and reflect on whether the strategy is ready to be launched. Here are some points to keep in mind:

1. Ensure you have a clear idea about what you consider a qualified lead

Generating lots of leads is not important as long as they are not qualified. Qualified leads are defined as those who have shown interest in making a purchase. However, it is essential that they meet the buyer persona criteria. For example, they have to work in a specific industry, country, with specific seniority, among others.

On the other hand, keep in mind that qualified leads are not only those who finally make a purchase. There may be very qualified leads but in the end, they do not buy your products or services.

2. Make sure you defined accurately your target audience

As mentioned above, it’s essential to have a clear target audience’s definition. If we don’t know who we are targeting, we won’t know how to create the right content. Therefore, our efforts will not have been well focused.

Therefore, don’t start thinking about what content you will offer and take the time to answer: Who am I targeting?

3. Analyse your existing content to see which you can use

It’s not necessary to start from scratch and create all the content. We recommend that you first analyse what content you have created and conclude which can be reused.

In some cases, you may be able to reuse some content but the focus will have to be changed. However, it will be easier and more efficient to do it this way.

Lead nurturing strategy

After knowing the best practices to take into account before launching a B2B lead nurturing strategy, it’s time to mention which are the definitive strategies to consider

Separate your leads by different categories

The generated leads won’t all be at the same funnel’s stage. Some will be ready to take action, and others will need a full process of nurturing. So, you can divide your leads by the following categories:

• Non-qualified leads: Firstly, it’s important to determine which leads are qualified and which not. Those that are not qualified will be put on this list.
  
  
• Marketing Qualified Leads (MQL): This type of leads show a real interest in your product and service. However, they are not ready to buy them, so you’ll have to provide relevant information.
  
  
• Sales Qualified Leads (SQL): In this case, the leads are ready to buy, so, they can be redirected to the sales department.
  

Finally, we recommend you implementing lead scoring template to help you to classify your leads. You can download our free template here.

Use automation tools

Reflect on which processes can be automated. You can develop a workflow to define possible user actions, and automatically send the content corresponding to the action.

This is mainly used to carry out email automation. It allows to keep your leads fresh without having to spend time doing repetitive tasks. However, this doesn’t mean that the human contact will disappear.

Develop remarketing campaigns

Remarketing consists of impacting users who visited your website but did not take any action. It is a good strategy to approach those users who showed interest in your company.

You can offer content that complements the page they visited in order to offer an optimal experience.

Include your social networks

Social networks such as LinkedIn or Twitter are an effective way to develop lead nurturing strategies.

You can optimise your profiles, and also provide content that is of most interest to your audience.

For example, if you know that your audience is interested in lead scoring, you can publish a post explaining this concept, and after that, you can publish a template.

Evaluate your strategies and learn from feedback

Processes and tasks can usually be improved. In addition, some content that you initially thought was relevant, but finally it’s not important for your target audience.

That’s why it is essential to evaluate your strategy on an ongoing basis and ask for feedback from your sales and marketing team.