Top 10 Tips to Nurture B2B Qualified Leads

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10 Fabulous Ways to Nurture B2B Qualified Leads
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Introduction

• Lead generation is an important part of the
  operations of a call center. However, the entire
  point of staying in the business is converting
  these leads into actual customers who will
  contribute to sales and keep your revenue model
  working.
• Generating a whole lot of leads would not cause
  any positive change unless and until those leads
  are nurtured properly to translate into actual
  business.
• While generating leads is the objective of any
  good sales team, it has been seen that less than
  half of the B2B marketers operating today have
  set up a viable process to nurture those leads
  and translate them into sales.
• Companies today are using telemarketing
  software to direct them into ways that would
  convert their leads to fruitful business.

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• This process is time consuming and requires
  consistency, but the rewards at the end of it are
  significant.
• Most importantly, for businesses to survive and
  grow there has to be a mechanism by which an
  interested potential customer is approached so
  that he or she buys in to the belief of the
  companys services and contributes to their
  sales.
• If your sales team is following up on nurtured
  leads, give them relevant/related talking points
  to use. The first impression matters. So does the
  second.
• So does every single touch after that, says
  Brian Caroll on B2B Lead Generation, Empathetic
  Marketing, and Sales.

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• Lead nurturing is a continued process.
• Customers who would go on to perhaps make a
  sizeable investment in your company would
  definitely conduct their own research, conduct
  meetings with their managers and shareholders,
  etc before coming to a decision.
• This is the most critical time to nurture your
  leads by getting involved in their
  decision-making process.
• A Demand Gen report indicates that nurtured leads
  in the market today produce a 20 increase in
  sales opportunity than non-nurtured sales leads.

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• The strategies that are involved in this process
  tend to vary from company to company.
• Every marketer has a specific idea of how to
  approach potential clients during their decision
  making time so as to augur favorable for his own
  company.
• Established tactics like content marketing,
  referrals and in-person connections are
• used as the bedrock for all organizations.
• However, there are finer details in the process
  that could contribute significantly to
• sales if implemented correctly.

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Here are a few of the top tips on nurturing B2B
leads to grow your business
Automation of the nurturing process 

• With the availability of software, there is no
  reason to waste time and resources on manning
  every single procedure.
• A Gartner Research report points to the fact that
  companies which have automated their lead
  nurturing procedures have an edge of 10 or
  greater with respect to sales than their
  counterparts in the business.

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• One important factor to bear in mind is that all
  of the connections and communications you bring
  to the table must be relevant to the cause.
• The more relevant the potential customer finds
  your lead nurturing to be the more likely it is
  for you to gain their business.
• Technology allows us to improve performance by
  segregating our sales leads to provide optimum
  nurturing in a different manner for different
  leads.
• Thus a pitch to any potential client is based on
  a comprehensive study of their profile and
  history, marking up the efficiency and the
  likelihood of conversion.

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Evaluation of the lead source is important, and
an extension of how exactly different leads are
to be segregated and treated in different manners
to get the best out of it. One of the better
tactics to understand the approach to take is to
consider the lead source and when it entered the
sales funnel. Leads coming in from Facebook
mentions have to be handled differently compared
to the leads generated at a conference.
Understanding the customer is the first step to
establishing a relationship.
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Marketing, for the most part, is an acquired
science. Rigorous testing of established
practices in a changing environment allows us to
fine-tune our systems to adapt to the
circumstances of the present and keep delivering
the best it can. Lead nurturing is no different
in this regard. Tests need to be carried out and
documented meticulously to understand the hits
and misses of the entire process. With the help
of software, the data collected from the test
suites is an excellent indicator of what to do
and what not to do in such scenarios.
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• Leads can have their reservations about joining a
  new company for the first time.
• Understandably, they will have a lot of queries
  and clarifications, which makes it important for
  the company to stay in constant touch and
  communicate effectively to satisfy the customer
  and convince him to invest in your brand.
• Keep providing them with information keep
  supplying snippets from your company that solve
  the problems they are concerned about.
• This will eventually lead them realizing their
  one-stop solution is, investing in your business.

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• As discussed above, automation technology has
  made it possible to keep the lead nurturing
  process flowing seamlessly without human
  intervention at all the levels.
• However, it remains important to note that a
  customer who comes on board, you should be able
  to create a personal relationship with him or
  her.
• Thus it becomes important to design your
  automated techniques to ensure that the results
  are tailor-made for every individual customer,
  instead of one generic approach for all the
  proceedings.

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• Free offers are one of the best ways to gain
  insight into the customers likes, dislike and
  behavioral patterns.
• Many companies offer a free trial for a limited
  amount of time, and the data that they gain from
  the use of these free trials is then put to use
  to customize the service exactly as the customer
  would want it to operate.
• Such demonstrations also allow the customer to
  get a taste of what he could gain, and more often
  than not incites him to buy in to the services
  you offer.

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• Targeted Customer Feedback is an important way to
  understand exactly what you have to do to make
  the package more attractive for him and convince
  him to opt for it.
• Therefore, it could be a good idea to set up a
  feedback mechanism after providing a
  demonstration or trial of the key aspects of the
  services you offer.
• The best marketing campaigns start off with a
  simple idea and then build around it to form a
  more complex structure.
• The same can be applied for the lead nurturing
  tactics. To begin with, address the customers
  most pertinent problems, and build a platform
  around it with the core function of solving those
  same problems, but ancillary jobs which take care
  of the other concerns and provide premium
  service.

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Because lead nurturing is such a dedicated and
categorical procedure, sometimes it can fall
beyond the scope of a call center occupied with
carrying out the telemarketing services. In such
cases, it is best to invest in outside help for
these matters, because translating leads into
sales is the lifeblood of the business. Investing
in the right call center software, explaining
the right tools, approaching the right way are
all aspects that require training and
expertise. Call center agents must be equipped
to handle these elements so that the companys
business continues to thrive.
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