February 1

8 Lead Nurturing Thoughts to Share

Lead Nurturing

14  comments

Nurture

Here are a few thoughts that I’ve had on lead nurturing recently:

  1. Lead nurturing supports the conversation of the customer before, during and after their buying process.
  2. Sowing + Nurturing = Reaping. As you sow, so shall you reap. A relationship properly sown, tended to, and helped along should reap a long and bountiful harvest.
  3. Lead Nurturing is about building relationships through relevant conversations, not campaigns.
  4. If your sales team is following up on nurtured leads, give them relevant/related talking points to use. The first impression matters.  So does the second.  So does every single touch after that.
  5. Consistency and relevancy is key. Don’t let up. Be consistent. No matter how busy you make time to do lead nurturing activities.
  6. Treat “leads” like “future customers” because that’s what they are.
  7. “Tell-and-sell” is a thing of the past. Become a trusted advisor by adding value with each interaction and sharing relevant information.What IS and ISN’T Lead Nurturing.
  8. Nurture your existing customers. Don’t just emphasize new account acquisition nurturing. From this point forward you should look to nurture your current customers with the same energy and optimism as you do with leads and you’ll be amazed by the results.

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About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Yep that’s what I meant : ) Treat “leads” like “future customers” because that’s what they are.

    Nurture your existing customers too. Don’t just emphasize new account acquisition nurturing. From this point forward you should look to nurture your current customers with the same energy and optimism as you do with leads and you’ll be amazed with the results.

    It can all be summed up with this: “TREAT OTHERS AS YOU WOULD LIKE TO BE TREATED.”

  2. I couldn’t agree more. The power of relevant, timely and prospect/client-focused conversations is undeniable. 10 of these will generate far more long-term, sustainable, revenue than 100 ‘buy something now’ type actions.

    The problem seems to be that too many organisations seem to confuse activity with results. How many of us have head someone, usually from Sales, shouting “just do something NOW!”?

    Marketers need to bridge the gap with Sales and convince them that they do far more than make things look pretty. We need to show them the science as well as the art. We’re on the same side after all.

    (And just so you know, I’ve been both sides of the fence.)

  3. “Treat “leads” like “future customers” because that’s what they are.”

    Couldn’t agree more. However, I also like to treat “future customers” like “leads” because eventually, if treated the way you’d want to be treated, they will lead more “future customers” your way.

    Or perhaps that was what you were saying in the last bullet. 😉

    Best,
    Alex

  4. Brian,

    You definitely bring up some good points about lead nurturing. One thing I would like to add that our Marketing Specialists express to our customers at LeadLife is that they need to take a personalized approach with all outbound communication to their prospects by including name, company information, and more. It’s always smart to mention what they downloaded from your company and based on their particular interest; send them another piece of material that will help to educate them more on your product or service offering. Statistics show that personalization increases reception of information and action!

    – Meredith

  5. Brian, In reflecting on your post I was thinking that whenever I have a need, my first question is not, ”
    where can I go to find what I need?” The first question is “WHO do I know that can …?” Of course, the “Who” is the person (or company) that has kept in touch.

  6. Totally agree on personalization. It takes some effort but the results are worth it.

    One thing that can also make a difference is WHO the communication is FROM. People buy from people. So nurturing communications should come from the person that they KNOW. I see companies do “nurturing” using their company name in the “From:” but they are missing that the “Who” matters as much as the what from a relevancy standpoint. It’s about building a relationship.

  7. Great point. In this age of automation, depersonalization, scoring and measurement, we need to insert the “human touch” in B2B marketing. The “WHO” matters a lot. People by from people they know, trust and believe they can help them.

  8. This post is so true. People are so worried about clients they sometimes forget who COULD be clients. I like to include timeliness in my approach to leads as well. If someone wants to buy, they want to buy now! Executing their time frame is a great piece for me to remember.

    Eric Saylor

  9. Dear Brian

    I’ve just found your website via the back roads of the internet, and I am enjoying what I’m seeing so far. Nurturing customers is an absolute must, because every satisfied old customer automatically becomes a new customer when the time comes around, not to mention the fact that every satisfied customer is just about as the best salesperson you can ever have.

    This of course if they knew you had what they wanted, apart from their regular purchase. Communicating with your customers and figuring out exactly what line of business they’re in, what consumables and professional services they use, etc is a very important step towards identifying possible needs, and then presenting yourself as a possible service provider to take care of that need if it arises again. Networking is an all important part of any successful salesperson, as it is all about relationships at the end of the day.

    Thank you for a most insightful post, I look forward to enjoying more from you.

    All the best

    Lizzie

  10. Love the post. I talk to a lot of “seasoned” sales professionals who think that hunting is the way to go. I have even been asked how to turn farmers into hunters. However, farmers plant seeds in fertile soil, then the nurture the seed with water and fertilizer until the seed has grown into a plant that is ready to be harvested.

    Just as farming replaced hunting in food production, so has it done in sales.

  11. Lead Nurturing is all about sustaining relationship with the buyers at every stage of the sales funnels which involves marketing and communication simultaneously.

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