According to the CEB Marketing Leadership Council, “B2B customers reported being nearly 60% through the sales process before engaging a sales rep, regardless of price point. More accurately, 57% of the sales process just disappeared.”
Today’s buyers are enabled to do their own research without having to call a sales rep to start the process. And effective lead nurturing puts you in a strong position against your competitors.
You’ve seen which specific offer your prospect has self-selected in the lead generation phase, and determined which stage of the buying process your potential customer is in. Now it becomes your task to appropriately educate that prospect so that they are informed enough to make a buying decision.
Therefore, it’s important to structure your marketing automation to optimize what content your prospects see - at the times they are hungry to see it.
For most B2B companies, lead nurturing with 6-8 “touchpoints” is the magic number before a prospect becomes a qualified sales lead (when they are ready to speak to sales).
Different prospects will want to interact with your content in different ways, so this is where it’s crucial for sales and marketing to complement each other.
Example channels to execute your touchpoints include:
We likely agree that the wrong time to be overcoming potential client objections en masse is at the end of the sales process.
How can you overcome objections ahead of time? Put simply, you focus on enabling your prospects to educate themselves on your product information. Think of it as “over-educating” your prospect so they are able to make the most well-informed decision on what product makes the most sense for them.
This mindset helps your company focus on your customers’ needs through helpful content, which frames your business as a trusted and empowering ally when a buying decision is to be made.
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