Today, B2B sales and marketing teams have a wide range of tools and techniques to make them more efficient and effective in their outreach. The result is a much more competitive landscape when it comes to attracting prospects to your solution.
Intense competition increases the length and complexity of the sales process, as prospects have more to consider when making purchasing decisions. It’s important to nurture inbound leads during this consideration period so that your company’s product or solution remains top of mind when your prospect is ready to evaluate options.
Successful lead nurturing guides the buyer from initial interest toward purchase intent through consistent and personalized communication. That way you’re not only persuading prospective buyers to act on a purchase, but also building trusting relationships that can lead prospects to becoming loyal customers.
Nurturing inbound and outbound leads is not a simple task because each group of prospects requires a specific approach and various degrees of personalization if you want to increase your chances of converting them into customers. Since each segment of leads has different wants, needs, and tech profiles, it’s not smart to use the same appointment setting and follow-up sequences for all leads.
4 Tips to Turn Leads into Customers
Reps that spend the time to do thorough research on their prospects have the biggest advantage against their competition.
By doing your research and proactively engaging with your prospects, you help position yourself as an expert who can add value. You can also stand out as a thought leader by sharing important industry knowledge with your prospects, answering key questions, avoiding impersonal, key-word packed content, and showing why your company is truly the industry expert. In the end, it’s all the little things you do in aggregate, and in a timely and helpful manner that help you build credibility with your prospective buyers, so they see you as someone you can trust and do business with.
Creating content to help lead progression and lead capture assists you in directing your inbound leads from initial interest toward purchase. To do this, you need to develop different lead nurturing tracks based on various criteria such as industry, size, and role in the buying process. In addition, the type of content marketing strategy you choose helps guide your outbound tactics and the frequency of your touches.
It’s critical to consider your buyer’s journey by creating the type of content that they want to see and is easiest for them to consume. For example, the most common content marketing delivery mechanism is social media, used by 87% of marketers (CMI). This is because of the overwhelming amount of buyers using their smartphone throughout their purchasing journey. Incorporating Linkedin, Twitter, and other forms of mobilized content into your strategy is a sure way to increase contact points with your customers. Videos are also another channel you can take advantage of within social media to deliver a more personal touch in your message and help you better grab the attention of viable prospects.
The buying process can be long and frustrating, but it’s important you don’t rush the buyer or hurry them along the process, as this can be too pushy or exhausting for them, causing the to tune you out and eventually turn to a competitor to fulfill their needs. Instead, your role is to nurture your leads along the way at their own pace, so you can be sure that you are directing them toward the best decision — you should be educating, not selling.
Creating a personal relationship with your leads is the only way you can increase the probability that they are going to choose your solution out of all their potential options. Remember, your relationship should always start by providing targeted solutions for your prospect’s unique situation. To do this:
- Be sure your communications are targeted and relevant to the questions and problems provided by the customer
- Show that you are listening to the buyer’s needs by explaining how your product or solution works and how you can resolve their problems quickly and effectively if they invest in your resources
Lead the Way
To stand out against your competitors, you need to capture your buyers’ attention and interest so you’re are top of mind when they are making their purchasing decision. Instead of making them figure it out themselves, give potential buyers the competitor comparison they’re looking for upfront.
Tech intelligence can help you with this by showing you exactly what technologies are installed at your accounts so you can quickly identify which of your leads are using competitive solutions and then actively coordinate competitor displacement campaigns.
When you have technographic insights in your CRM or MAP and that information is easily accessible and actionable, you can jump on opportunities quickly, such as:
- Direct Displacement: when your competitors have well-known pain points, you can reach out to leads using their products to address their issues and illustrate how your product solves them.
- Negative Reviews: bad news on a competitor solution gives you a chance to highlight how your technology can help.
- End of Life: announcements regarding certain software or hardware being discontinued or no longer supported allows SDRs to enter the conversation as a potential replacement solution.
- Mergers and Acquisitions: provide an opportunity to engage with a customer when they may be re-evaluating existing technology purchases and looking for alternatives.
Getting Started with Tech Intelligence
Here are two products that can help you enrich your accounts with Tech Intelligence quickly so you’re prepared to nurture leads in the most effective way:
- HG for Salesforce – helps you prioritize the accounts and leads with the highest propensity to buy and provides key insights into the messages and approaches that will yield best results.
- HG for Marketo – enhance your Marketo instance with account intelligence that helps you build smarter campaigns that increase engagement, qualified leads, and revenue.