Lead Nurturing: The optimal way for all businesses

Win new B2B customers through lead nurturing

If you want to be successful in the B2B segment in the long run, you not only have to know your clientele, but also address your own target group in the best possible way. Only through sustainable and successful lead nurturing can companies optimally supply potential customers and lead them to sales maturity. Many elements on this path can be automated and optimised if the data basis is right.

Lead Nurturing: A Definition

Lead nurturing is a term from the English language, which is derived from the verb "to nurture". It is about nurturing one's own leads in such a way that they are accompanied from the first interest until they are ready to buy and are motivated again and again. The tools available depend not only on the industry of the company, but also on its size.

Lead Nurturing in all sizes of business

Small companies know most of their customers personally, but usually do not have the human and financial resources for lead nurturing. Large companies, on the other hand, have the resources but usually only little personal contact with their customers. However, as the number of contacts increases, so does the initial effort to install and launch successful lead nurturing.

All company sizes are united in the fact that for successful and sustainable nurturing, the customer data must be as good and correct as possible. Good and high-quality data sets not only ensure optimal targeting, but also provide the systems with all the important information to optimally accompany the potential prospects along the buyer journey.

Important steps for successful lead nurturing

In order for companies of any size to be successful with their lead nurturing, they must create certain prerequisites. Because only through these basics can you profit in the long term and sustainably from the optimal cultivation of your contacts. Therefore, it is important to consider the individual steps in customer nurturing.

CRM and data management: the basis for success

In order to address the leads optimally, companies must provide them with the right information at all contact points of the buyer journey. This is where the Marketing Automation an important role.

For this to work properly, the data must not only be available, but also convincing in terms of quality. Clean data records are therefore important in order to be able to address the clientele appropriately. Errors in the data records can, among other things, lead to leads being addressed incorrectly or advertised with the wrong or inappropriate products.

Duplicate records can also lead to the loss of potential clientele, as they may feel harassed or personally unappreciated by being addressed twice. In addition, high-quality and cleanly maintained data records are important to identify further sales potential and thus open up new opportunities.

For this reason, companies should place particular emphasis on the quality of the data, as this is the basis of success. Data records can be collected once via the Master data management cleaned up or stored in the company's own system. permanently monitored and thus be kept permanently up-to-date.

Personalisation and timing: data form the basis

For successful lead nurturing, it is important to address the recipients appropriately in all respects. On the one hand, the personalisation of the offers, but also the right timing plays an important role. A sure instinct is often required here. Within the framework of automation, it is therefore important to optimise the various contacts and approaches via A/B testing and thus ensure ideal timing.

Thanks to the existing and usable data sets, potential customers can be addressed personally and provided with information that matches their interests and concerns. The better these links work, the more companies benefit from successful targeting and lead nurturing.

Optimisation of each campaign

No matter how good the data is and how well a campaign has been planned, it must be constantly monitored and controlled. Because optimisation potential can be found in practically every campaign and in all marketing areas. It is therefore important not only to rely on the quality of the data sets, but also to constantly monitor and improve the implementation of the campaign.

Through these small adjustments, the successes can be optimised once again, which is also reflected in the important key figures. Good and sustainable campaign management and the associated expansion and supplementation of existing data sets is also of decisive importance with regard to follow-up campaigns.

Conclusion: High-quality data for the optimal targeting of leads

In order for successful lead nurturing in companies to succeed, companies must have access to high-quality data sets without errors. Especially in the B2B segment, companies rarely have a second chance with their clientele.

The better the campaign is tailored to the individual target group and the more personal the approach to the potential customers, the higher the chances of leading the contact to sales maturity.

Those who have good and high-quality data sets and know how to use them in their own marketing will be able to successfully address and convince many more customers in the long term.

Lead Nurturing - 10 Tips, SC-Networks GmbH
Definition Lead Nurturing, Online Marketing Practice
Six Lead Nurturing Showcases, HubSpot

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Author Michael Färbinger

Senior Key Account Manager

My clients optimise their Sales, dialogue and marketing campaigns with precise B2B target group selections, market and database analyses. 

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