May 31 2023
Your Digital Marketing is Bringing in Leads, but What’s Next?
B2B Post-Conversion Content Strategies for Nurturing Leads
Getting Through the B2B Buyer’s Journey 100%
We know industrial and B2B buying cycles are long. We also know a lot of effort goes into your digital marketing strategy to ensure the right traffic reaches the right content to generate quality leads. A conversion includes form submissions, click-to-calls, or other actions your business has marked as an indicator of interest from website visitors. Once a potential buyer converts, the celebration is short-lived when you consider that individual is only 57% through their journey.
What about the other 43%? Your marketing and sales teams have ground to cover before you reach your ultimate goal—getting leads cross the finish line to become buyers. Experts advise a multi-channel approach and say it takes five to ten touchpoints to convert a lead into a customer. In this blog, we look at a few of these touchpoints and post-conversion strategies that will help nurture those leads to purchase and even retention.
Thank You Messages
Many form submissions or asset downloads include an automatic thank you message—thanking potential buyers for expressing interest. While polite and necessary, this can be taken as an end to the interaction, notifying the lead to wait for unknown next steps and creating a missed opportunity. Enter the post-conversion landing page.
Start nurturing the lead from the get-go with clear expectations, additional education, and engagement opportunities featured on this page alongside this message of thanks. To create this content, put yourself in your lead’s shoes and ask yourself:
- What are the next steps in the sales process?
- What questions would you have at this point in the journey?
- What information do you need to share to help decide between a handful of vendors?
If you can at this point, let the lead know when to expect a call or email from your sales team. If there are frequently asked questions, add them here or link to your FAQ page. Then provide more in-depth information with free resources about your products and services. Finally, this is a great place to further introduce your company with a video now that you’ll be interacting. Go beyond products and services to showcase your team and values. Keep engagement going with a sign-up for a newsletter or connect on social media.
Trigger an Email
Once a form is submitted, a buyer can feel like their information was sent into the void. One way to set their mind at ease is an automatic email. Like a post-conversion page, this email is an opportunity to set expectations, answer potential questions, provide educational assets, and connect via social media or newsletter.
For click-to-call leads who cannot receive a post-conversion landing page, an email touchpoint is an opportunity to thank them, remind them they are on your radar, and what they can expect next. Based on the initial conversation, sales team members can share assets aligning with questions and concerns expressed on the call.
After these first and second touchpoints, it’s time for a breather. Not all leads are created equal, so before any additional nurturing occurs, it’s time to qualify.
Before Moving On, Qualifying Leads
It’s critical to align your sales and marketing teams to qualify leads and organize this information ideally with a customer relationship management (CRM) system or a manual process. Looking at form tracking and call tracking can not only inform digital marketing strategy pre-conversion but inform post-conversion content as well. Reviewing the forms and calls from leads is needed to:
- Note where they came from to verify or bolster marketing efforts and make a decision on where resources are best spent.
- Qualify a lead based on metrics set up by marketing (MQL) and sales (SQL).
- Tailor a nurturing strategy for each lead type (examples being poor, strong, or needs more time).
For leads that may be questionable or need more time, an email or phone call can handle next-level questions to help qualify them concretely. Once done, let the nurturing begin with additional content to increase engagement.
Start the Sales Conversations
The next touchpoint for most qualified leads is setting up a call with a sales representative who is equipped with information that answers potential questions. Buyer-focused sales enablement content helps match sales and marketing messaging so that everyone speaks the same language to these leads. Assets like internal checklists, shareable infographics, case studies, white papers, and other easy-to-reference items can help guide successful post-conversion conversations. Client references work well here too, offering prospects a chance to speak to real satisfied customer how your products and services helped their business.
After every call, the data collected should be added to a CRM that is accessible to marketing to inform the next touchpoint. Marketing and sales will need to keep exchanging information to allow a highly personalized experience that addresses pain points, goals, and interests. Encourage leads to ask questions and use those to further tailor your communication with them.
Lead Nurturing Through Multi-Channel Approaches
From here, it’s time to generate content personalized to individual leads or tailored to a lead type that continues to answer questions, educate, and engage through various channels like email, video, and social media.
- Email: This method is a way to provide educational content at a cadence that keeps you top of mind without bombarding the lead. Focus on one topic per send, pointing to blogs, infographics, white papers, and other content housed on your website that aligns with their interests and goals collected in the initial steps of the post-conversion process.
- Video: While this doesn’t work for every product and service, many benefit from facility tours or demonstrations to fully educate leads on complex processes. One great way to provide this is video, allowing buyers to view it from anywhere and at any time.
- Social Media: Want to get to know your leads? Follow them on LinkedIn and review the content they post. This could provide insight into the company they work for, the other decision makers involved, and their goals and interests. Social media has become the force it is today because it offers a two-way interaction with content sharing as well as messaging. Sales teams can directly connect with prospects and can get to know them on a more personal level. Additionally, share content on your company’s page relating to the products and services they’ve viewed. This content could show in their feeds and is an organic way of catching their eye and inviting more engagement.
Lead nurturing through the last 43% of the buyer’s journey requires data-sharing and workflows between marketing and sales teams to keep messaging consistent and to ensure each lead receives tailored content that fits their needs. Make every one of those five to ten touchpoints count to see more leads cross the finish line. Want more information about post-conversion content and conversion optimization? Contact the TopSpot Team to learn more.Tags: B2B, customer service, digital marketing, lead nurturing, leads