I talked with a client recently after she had just met with her third new boss in the past year to explain the company’s new lead nurturing process again.
The problem was that her boss felt their current integrated marketing campaigns qualified as lead nurturing.
We discussed the challenges of communicating what IS and ISN’T lead nurturing.
A lot of marketers say they are “nurturing” their prospects when in reality but their just emailing them monthly.
What is lead nurturing?
Look up the definition of “nurture.”
Here’s what a quick search of the web will tell you:
To foster, help develop, or help grow.
The act of nourishing or nursing; tender care; education; training; that which nourishes; food; diet; sustenance; the environmental influences that contribute to the development of an individual.
See what I mean?
Pretty, well-designed content is not going to “feed” your prospects.
Creating a beautiful layout and clarifying your value statement in an email isn’t going to help develop relationships with them.
Don’t just take my word for it.
ClickInsights asked six B2B Marketing experts – including myself – what the biggest mistakes in B2B content marketing were.
All of our answers differed, but each of us agreed that content focusing more on the consumer and less on the company is far more effective.
Let me break it down even further by giving a few examples of What IS and What ISN’T Leading Nurturing:
Is NOT Lead Nurturing:
Sending the case studies and promotional content over and over again to your list.
What IS Lead Nurturing:
Sending a very targeted email that includes content based on the recipient’s role in the company.
Sharing content based on a previous conversation.
Answering a question or offering more information.
Sending information that is relevant to their problem.
Sending content based on their interest and industry.
This Is NOT:
Calling leads that are in the early stages of the buying process every month just to “touch base” which is code for “are ready to buy yet?”
This IS Lead Nurturing:
Making calls based on touch point data that adds value to the interaction.
Having a valid business reason and goal in mind for each call.
NOT Lead Nurturing:
Offering content and white papers that just pitch your product or service.
Sharing content that’s relevant and valuable even if they never buy from you.
Giving them information that sticks with them.
Sharing information that’s useful and helpful.
Your audience is savvier than ever.
They are also more hungry than ever for some real sustenance.
Content that IS lead nurturing will generate more qualified leads and more sales opportunities.
Think about it.
When’s the last time you received a marketing email that you actually benefited from?
I think most of us are “hungry” for some real lead nurturing.