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Best Practice Guide to Lead Nurturing
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In the third installment of the Best Practice Guide series the focus is on lead nurturing.
Historically lead nurturing, or drip marketing, was the sole domain of the B2B marketer. However, in The Age of the Customer, the ability to do widespread research about any product, topic or brand has changed the game.
Imagine yourself walking into an electrical goods retailer. You don’t know specifically what you’re looking for, you’re just browsing the latest technology. All of a sudden a hungry salesperson is bearing down on you, convinced they have the right product for you. How do they know if you don’t know yourself yet?
However, the next time you go there it’s because your washing machine has broken. You know exactly what you want because you’ve done the research. All you need is someone to help you with the purchase, not confuse matters by showing you something different. The key difference in these scenarios is where you are in the buying cycle. In the first scenario you are in the early awareness phase. You aren’t totally sure what problem you need to solve, or what need you’d like to fill.
But in the second scenario you’re right at the end of the purchase phase. You know exactly what you want, where you want to get it from, and how much you’re prepared to spend.
It’s our job, as marketers, to map and recognise those steps for our own products and our own buyers’ journeys. The key being that, as consumers, our expectations for how we should be dealt with vary across the stages.
Early in the process, we want to feel unpressurised. Later down the line we want pro-active help to complete our purchase.
In The Age of the Customer, this hyper-awareness of the mass availability of everything we could ever need only leads to frustration, and leads leaking from our funnel if we offer the wrong kind of contact at the wrong time.
The Best Practice Guide to Lead Nurturing is the third in our new Best Practice Series, helping marketers and ensuring that you’re following the most up-to-date advice and strategies available. You can also download the first two guides, The Best Practice Guide to Lead Generation and The Best Practice Guide to Welcome Campaigns.
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