Definitive Guide to B2B Lead Nurturing

Summary

Despite the benefits of client centricity, many B2B marketers still focus their lead nurturing on business goals, rather than the needs of their prospects and clients. In other words, their lead nurturing initiatives are designed to support sales and increase pipeline velocity, rather than effectively build a long-term relationship.

Nurturing leads and providing value over a longer sales cycle is essential to maintain brand interest and encourage engagement. However, this process can last up to a year or more in some B2B industries, presenting a formidable challenge for organizations to maintain and optimize B2B lead nurturing cadences.

WHAT IS LEAD NURTURING?

Lead nurturing refers to a long-term marketing strategy that seeks to foster trust and relationships with prospects to present a brand as a potential solution provider. This is done via the delivery of valuable content and resources across the buyer’s journey and beyond. Such content must demonstrate an acute understanding of the leads’ needs, pain points, and challenges, which over time encourage buyers to complete a purchase (or, in the case of existing clients, renew or expand their partnerships).

Lead nurturing starts with segmenting leads based on buyer personas and ICP criteria, which will serve to indicate which materials and resources are the best fit for them. Lead nurturing strategies must engage with prospects regularly to generate demand and maintain interest, cultivating awareness, and educating leads on the business value of partnering with a brand with specific products and services.

This definitive guide explores how to implement a sophisticated lead nurturing strategy in only five steps and also features an actionable playbook to illustrate and guide your B2B lead nurturing strategies throughout the entire B2B sales funnel and lead process.

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