Lead Nurturing
27/02/2024
Sequences 1
Une stratégie de lead nurturing consiste à « nourrir » les prospects, les « placer sous couveuse ». Le but est de les faire progresser dans le tunnel de conversion. Concrètement, il s’agit de convertir des leads froids en prospects qualifiés, prêts à acheter. Lorsqu’ils sont clients, le but est de les fidéliser pour qu’ils deviennent des ambassadeurs de votre entreprise. Un client ambassadeur est pleinement satisfait de son achat ainsi que du concept de la marque. Il recommande alors vos services, partage votre page sur les réseaux sociaux et laisse un avis positif sur votre site web. Autrement dit, il aide à la conversion et à la fidélisation des leads. DEFINITION : LEAD = Dans un contexte commercial, un lead correspond à un contact d'un client potentiel également appelé prospect. Selon les organisations, le terme lead peut varier. En effet, certains parlent d'un client qui est déjà établi en tant que prospect pendant que d'autres parlent d'un contact commercial. Très appréciée dans le secteur du b2b, la stratégie de lead nurturing comprend un ensemble d’actions permettant d’entretenir une relation privilégiée avec les prospects afin qu’ils gagnent en maturité. Le lead nurturing s’inscrit dans une stratégie de lead management. Cette notion correspond à la gestion du cycle de vie des leads, du statut de visiteurs à celui de clients. Lorsqu’ils sont clients, le but est de les fidéliser pour qu’ils deviennent des ambassadeurs de votre entreprise. Un client ambassadeur est pleinement satisfait de son achat ainsi que du concept de la marque. Il recommande alors vos services, partage votre page sur les réseaux sociaux et laisse un avis positif sur votre site web. Autrement dit, il aide à la conversion et à la fidélisation des leads.
Sequences 2
Lead nurturing is an inbound marketing technique, meaning that leads come to you looking to fill a need or solve a problem, and not the other way around. 1. Educate leads with targeted content Implementing an effective lead nurturing strategy involves sending educational content to leads. In the form of white papers, personalized emails or blog articles, for example. But be careful, not all leads can receive the same type of information! Indeed, for a lead at the beginning of the sales cycle, who has just discovered your company and its services, it is more appropriate to send them educational content such as: white paper, video, email, etc. The point of this process is to provide the prospect with relevant information, so that they realize that you are the company to follow, the one that is capable of providing a solution to their problem. On the contrary, for a lead in the last phase of the purchasing journey (decision-making), testimonials from satisfied customers as well as a trial offer can be the triggers for the sale. Thus, sending targeted and personalized content for each lead is essential for them to become qualified prospects, then loyal customers!
Sequence 3
Le lead scoring est une stratégie visant à attribuer un score à vos prospects. Plus le nombre de points est élevé, plus ce sont des prospects qualifiés. L’intérêt de cette méthode, c’est de comprendre où sont placés vos prospects dans le cycle d’achat, pour ainsi personnaliser votre discours commercial et les contenus qu’ils reçoivent. Ainsi, grâce au lead scoring, vous savez précisément si votre client a besoin de recevoir du contenu éducatif ou d’être contacté par un commercial. Pour aider vos prospects à progresser dans le tunnel de conversion, le lead scoring est indispensable. Il permet de suivre l’avancée des prospects au fil du temps et aussi de comprendre les éventuelles failles de votre parcours client. Soyez attentif et repérez les leads qui sont sensibles à vos contenus ! Pour cela, identifiez les leads qui s’abonnent à votre newsletter, téléchargent vos livres blancs et se renseignent sur vos services. Ces contacts sont de potentiels futurs clients ! Les logiciels de marketing automation sont capables d’établir un score aux prospects et suivre leur évolution. En lead scoring, chaque action vaut un certain nombre de points. Par exemple : Le prospect s’inscrit à votre webinar, il obtient 30 points ; Il s’abonne à votre newsletter, 10 points ; Le client se rend sur votre site web et visite plusieurs fois la page des tarifs, 10 points. N’hésitez-pas à les remercier de vous suivre en leur envoyant un e mail de bienvenue par exemple. Proposez-leur également du contenu à forte valeur ajoutée pour qu’ils prennent conscience de leurs problématiques et des solutions que vous proposez.
Sequences 4
Launch marketing automation campaigns Marketing automation software allows you to do time-consuming tasks for you: sending emails to companies, requesting LinkedIn invitations, automating scenarios, etc. Investing in a marketing automation platform is a boon in a b2b lead generation approach. In addition to saving you time and increasing your efficiency, marketing automation software also allows you to contact leads via several communication channels. So, you don't just launch a lead nurturing campaign by email, but you contact your b2b prospects directly on professional social networks! Marketing automation tools allow you to contact many leads every day and automate sequences in order to create a real relationship between contacts and your company. For example, you send a connection request to 10 LinkedIn profiles with a short personalized message. Thanks to marketing automation, you don't need to watch for their responses. Your software takes care of activating the rest of the sequence depending on the response. If a connection accepts your invitation, they start seeing your posts and receive a message from you a few days later. If the connection doesn't follow up, they receive an email from you.
Sequences 5
Maintaining a dialogue with your leads To help them progress through the purchasing cycle, leads must receive regular "news" from your company. It's not about overwhelming them with dozens of emails or phone calls every day, but rather finding the right balance. Prospects must understand that you are present and available to help their B2B businesses. For example, you offer help and advice to visitors to your website via an interactive conversation bubble, social networks or by email. Multiplying the points of contact is effective in helping the prospect move forward in the purchasing process. So, don't hesitate to diversify the type and medium of your content. A well-known lead nurturing strategy is to send a questionnaire to the prospect. The goal is to better understand their problem, expectations and constraints. It's then up to you to offer them the most relevant content: blog articles, customer testimonials, white papers, product demonstrations, etc.
Sequences 6
Analyze and adjust your lead nurturing strategy It is necessary to regularly evaluate the performance of a strategy to: Maintain it, because it generates very good results; Or modify it by determining the steps to rework. To do this, you must analyze the performance indicators, also called KPIs, that seem most relevant to you. For example, the opening rate of your emails, the subscription rate to your newsletter, to your webinar, and the percentage of prospects who become customers. Analyzing the information relating to the KPIs allows you to understand why they did not proceed with the sale. Perhaps your competitors offer more attractive prices? Or a more complete customer service? Perhaps their content is more effective? This allows them to gain visibility on search engines. Do not hesitate to rework each step and each element, which seem too ineffective to you. Do you need help finding customers? Make an appointment with an INFLUENCERS advisor to Create Content and Improve your networks
Sequences 7
Building customer loyalty is an essential process for any company wishing to establish itself firmly. By working with loyal and satisfied customers, they will talk about you to their friends, colleagues and establishments and will maintain their contract with you. Thus, contract loyalty is essential to have influence on the various Social Platforms. Overall: it is not about selling for the sake of selling, but rather about providing valuable assistance to the company so that it improves in performance. The relationship between you and your customer is based on the mutual trust that you have in each other. So, even if the customer bought your training, your equipment or your services several months ago, maintain contact with him! Make sure that he takes advantage of his new skills or new software!
