Design an Effective B2B Lead Nurturing
our previous article ‘Effective B2B Lead Nurturing' (below) we identified that
consistency was essential to our nurturing efforts and that a common fallacy in
marketing to your B2B customers and prospects was to use a one size fits all
question that arises is how do we design our nurturing program? After all we want to
have different programs for leads, prospects and customers; these need to be
segmented by industry and activity level. A major area that concerns most B2B
marketers is the frequency of our contact with the lead, prospect or customer
and the type of contact.
a first stage ask yourself these questions:
Customer preference - How often do they want to be contacted?
Begin by asking the customer how much he/she
wants to be contacted. "Mr. Customer, if we don't have any projects going
on, how often would you like to hear from me?"
How important is this account to you and your business? Is this a
major or minor account?
If this account is your largest, most
important account, you will spend more time reaching out to and communicating
with that account, at the same time, you will need to be aware of the clients
personality type; a type A personality will be extremely irritated by too many
Do you currently have a project underway with this customer?
You will probably be in touch on a weekly
basis, if it is a prospect you may look at the 3 -2 -1 method (3 times in the 1st
month, 2 in the second and 1 in the 3rd; repeat if purchase decision
is not made)
What is the activity level of this account? Do you sell to the
customer on a regular basis or is the sale infrequent but of high value?
A significant account may deserve a monthly
personal visit, others may be quarterly or bi-monthly.
Most importantly examine how you are contacting the customer.
You could be calling in person quarterly,
physical mail monthly, e-mail weekly and facsimile periodically plus you should
consider postcards, newsletters, press releases and items of interest. Above
all focus on the value you
bring to the client.
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