April 19, 2024

The Patient Pursuit: Lead Nurturing for B2B Marketers

A common question we get from customers using Audyence who are new to lead generation is "how long before we call them?"

Buried in that simple question is the opportunity for a valuable lesson for B2B marketers who are eager, sometimes too much so, to call and more actively engage with their leads before they've properly nurtured and have indicated they are open to and ready for a call our more pointed outreach from a salesperson.

Move too quickly, and you're most likely to burn the lead. Move too slowly and it could go stale, or become a zombie lead in your pipeline.

Here are a few considerations as you balance and temper the desire to start "dialing for dollars" and being patient, carefully and smartly nurturing the leads to prime them for a call or sales engagement when they're ready.

• Don't Move too Quickly: In the world of B2B marketing, calling a lead right after acquiring their contact information is usually "too much, too soon". Just like in dating, you should give your leads some breathing room. Instead of rushing to the phone, take the time to develop a relationship through nurturing. As Marketo found, businesses that nurture their leads experience a 45% higher ROI compared to those that do not.

• Timing Matters: Timing is crucial in B2B lead nurturing. Understand your lead's buying journey and be there when they need you the most. Avoid bombarding them with calls or emails at the wrong time.

• Build Anticipation: In B2B marketing, nurturing your leads with valuable content and personalized messages can create anticipation and curiosity. Let them wonder when they'll hear from you next. Nurtured leads have a 47% higher response rate compared to non-nurtured leads, according to SiriusDecisions.

• Show Genuine Interest: When you do reach out to your leads, show that you've been paying attention to their behaviors and preferences. Set up lead behavior triggers. For example, if a lead downloads a high-value whitepaper or requests a demo, it might be an indication that they are closer to making a decision and can be fast-tracked for sales engagement.

• Nurture Leads with Value: B2B marketers must nurture their leads with value. According to Forrester, companies that excel at lead nurturing generate 50% more sales-ready leads while reducing the sales cycle by 23%. Provide them with relevant content, industry insights, and solutions to their pain points. This gradual approach builds trust and credibility.

• Keep It Casual: Don't come on too strong with your leads. Keep your initial interactions light and informative. Save the heavy sales pitch for when the timing is right.

• Learn from Your Mistakes: B2B marketers should constantly evaluate their lead nurturing strategies. If something doesn't work, analyze and adapt. It's all part of the learning process.

So, refrain from moving too quickly and dialing that phone number right away. Instead, nurturing your leads with patience, providing value, and taking a strategic approach can lead to stronger relationships and more successful conversions.

In the end, it's not about the quantity of leads you acquire; it's about the quality of the relationships you build.