4 tips for optimising B2B lead nurturing campaigns

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If you are running a B2B lead nurturing campaign, you should do everything possible to optimise it. After all, the success of your campaign depends on your ability to generate leads and convert them into customers. Optimising your lead generation campaigns can increase the number of high-quality leads you generate while decreasing the cost per lead.

Lead nurture campaigns can be very effective in growing a business, but they must be planned, optimised and executed carefully. Here are five ways to optimise your lead nurturing campaigns and boost results.

Find advantageous opportunities to increase advertising

The marketing budget is often among the first things to go when budgets get tight, as was the case at the beginning of the COVID-19 pandemic. However, this is not always for the best.

The pandemic dealt many economic hits, but it also meant more eyes were on digital advertising as our time on social media and online shopping spiked. Companies that kept their advertising budget chugging along during this period were in an advantageous position to nurture leads.

Your opportunity to take hold of these advantages will not only come about through an event like a pandemic. You might target a market with little competition or begin advertising on a new digital platform. Of course, you will not create an advantage if the strategy does not make sense to your business, so ensure you increase advertising only on platforms that your target audience spends a lot of time.

There are many ways to increase advertising effectiveness, such as targeting specific audiences, using relevant keywords, and creating compelling ad copy. I suggest experimenting with different strategies to find what works best for your target market. 

When you get more exposure for your brand, you can reach more potential customers and nurture them through the sales cycle.

Align your play with the sales team

One aspect of success in lead nurture looks like an influx of activity in your sales department. To drive success in your lead nurturing campaign, you need to align it with sales. Doing so can ensure that you properly nurture leads and reduce your chances of missing sales opportunities.

The benefits of aligning marketing and sales efforts are numerous; a few key ones include:

Creating a smooth experience with your brand: If a customer receives an email from your marketing team with information about a product or service, but your sales team calls and follows a different talk track, your prospects will feel confused. So, optimising your lead nurturing campaign ensures that marketing and sales are telling the same story.

Allowing sales to follow up: When sales and marketing are aligned, your sales team knows when to follow up on leads, can speak with them about the latest assets sent to them by marketing and have a productive conversation. Marketing can then track the progress of those leads through the sales funnel.

Improving lead quality: Not only does alignment between sales and marketing enhance the number of leads, but it also improves the quality of those leads because leads generated through aligned sales and marketing efforts are more likely to be qualified and ready to buy.

Nurture customers before, during and after a sale

Lead nurturing, by definition, is about developing relationships with buyers at all stages of the sales funnel, even after they have purchased. But what does this entail?

Simply put, it is about providing customers with the information and support they need to make a buying decision and then continuing to engage with them after purchasing.

So, you need to create content appropriate for people at the beginning of the customer journey, such as informative material about your products and services, you are likely familiar with this, and we have written about it previously.

After a customer makes a purchase, it is important to nurture them to keep them satisfied with their purchase and encourage repeat business. There are a few key ways to do this:

  1. Follow up with the customer soon after their purchase to ensure they are happy with the product or service and answer any questions they may have.
  2. Keep in touch with the customer regularly, whether through newsletters, social media, or other means, to let them know about new products or services and special offers.
  3. Ensure the customer has all the information they need to use the product or service properly and efficiently. You might provide them with user manuals, how-to videos, or other forms of documentation.

Why is customer nurturing so important? Because it is the best way to build long-term relationships with your customers. By providing them with valuable content and support throughout their buyer journey, you will create a bond with your brand that will keep them coming back.

Monitor customer behaviour and preferences

As the business world becomes increasingly digitised, so too does the way customers research and purchase products and services. B2B marketing teams must adapt their strategies to keep up with changing buyer behaviour.

One of the most important ways to do this is to monitor customer behaviour and preferences to optimise the lead nurturing campaigns. By understanding how customers interact with your brand, you can ensure that your marketing efforts are targeted and relevant, thus increasing the chances of winning new business.

There are several ways to collect data on customer behaviour. Social media monitoring, for example, can give you insight into what customers are saying about your brand and their needs and wants. You can also use web analytics to track how customers interact with your website and what kind of journey they take from discovery to purchase.

Once you have this data, you can start to segment your customers according to their behaviour. From there, you can create more targeted lead nurturing campaigns designed to meet the specific needs of each segment. As a result, you can improve conversion rates and win more business.

Resonate can drive your lead nurturing campaigns

At Resonate, we are a full-stack B2B marketing firm. We specialise in the B2B sector as that is where our passions lie, and that is what we are good at. If you would like to initiate lead nurturing campaigns for your business, please reach out to us. We are experts in optimising these campaigns to drive leads and sales and believe in taking a strategic approach to get the best results.

Please visit our Marketing page for more on our services.

Girish is the CMO & Co-Founder of Resonate.

GV is our Marketing and Delivery head. He keeps our clients’ marketing strategy on track and leads the Resonate team to deliver commercial outcomes.

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