A little over a week ago I dug into an important topic on the Left Brain Marketing DemandGen (r)Evolution blog. How can we improve our approach to lead nurturing as B2B marketers, and in doing so, how can we improve the effectiveness of our B2B demand generation programs?
Despite increasing adoption of marketing automation technology, “[w]e’re really bad at lead nurturing as B2B marketers,” I explain in the post. I subsequently dig into the disconnects, and I recommend a strategic ‘layered’ approach to rationalize nurturing programs.
So where is the gap in our lead nurturing? In the post I look at three realizations that are critical to successfully developing and positioning your lead nurturing. Specifically, it’s critical for B2B marketers to realize:
- Nurturing is a strategic activity, not a tactical one
- Nurturing balances targeted buyer education with buyer qualification; it is two-way communication
- Successful nurturing is aligned with, and supports the buying process
The resultant call-out is the need for a model to better think through how to build a successful lead nurturing program – balancing lead-flow goals with the need to engage the modern B2B buyer and giving you a foundation for building out nurturing tracks within your marketing automation system.
My ‘layered’ model – which the post explains in more detail – is one approach to rationalizing and organizing your lead nurturing tracks as part of your overall B2B demand generation program. (And it is something we are leveraging at Left Brain Marketing in our client engagements.)
In the post I note:
Successful lead nurturing requires thinking in terms of a matrix of potential content offers and reactions on the part of the B2B buyer – all of which are designed to help support the buying process, accelerate decision-making and orchestrate content dialogue with that buyer.
It’s impossible to envision every single choice a buyer will make in every situation, but you can understand if a buyer is ‘on track’ or off, and have an approach to getting buyers back on the right track.