lead nurturing best practices Archives

Your company has done the impossible: you generated a long list of high-quality leads.

While you may wish all those leads would naturally turn into buyers, that’s not always the case. Sometimes those leads are still shopping around or haven’t decided they’re ready to buy yet. Perhaps those leads forget they looked at your products and need a reminder.

So, how can you encourage those leads you worked so hard to generate to follow through with purchasing?

Learn how Hushly’s lead nurturing software maximizes your conversion rate for a higher return on investment.

Why Is Lead Nurturing a Key Marketing Step?

Less than 15% of your leads turn into buyers. However, statistics vary drastically between businesses. For example, account-based marketing strategies tend to have a higher conversion rate because marketers invest additional time nurturing and converting those leads.

But what if you could provide that same care to all your leads as those high-value accounts?

Lead nurturing is the bridge between lead generation and conversion. The more attractive that bridge is, the more leads will cross over to the other side. Without that bridge, you rely entirely on the lead to purchase. You also leave the sales team to guess when they should reach out to leads, often resulting in poor timing and lost opportunities.

What Does an Effective B2B Lead Nurturing Strategy Require?

What makes an attractive lead nurturing bridge that encourages customers to walk to the other side where the sales team is waiting?

Here are a few factors that influence lead nurturing success:

Relevancy: Do the nurturing emails, content, and phone calls apply to the leads?
Timeliness: Is the information accurate to the stage of the lead’s buyer’s journey?
Consistency: Are multiple lead nurturing strategies reaching the lead across several channels?

How Does Hushly’s Lead Nurturing Software Convert More Leads?

Explore seven ways Hushly’s lead nurturing software converts more of your leads into loyal buyers.

1. Removes the Guesswork from Lead Nurturing

For your lead nurturing to be successful, you need content that addresses your lead’s specific pain points. However, creating personalized content is challenging without fully understanding your leads. What is their position within the company? How large is their budget? What industry do they come from? These questions are just the start of understanding and segmenting your leads for a higher conversion rate.

Hushly’s software allows you to understand your leads better. Understanding your leads is how you’ll be able to create customized strategies that resonate with them.

If you wish all lead nurturing strategies could be as customized as your account-based marketing strategies, here’s your chance. Hushly’s data tracking system provides insights you need to create personalized nurturing content without taking hours of manual work so you can achieve higher conversion rates.

2. Allows for Timely Content Distribution

The perfect content at the wrong time is the wrong content. You might have crafted the most convincing conversion copy, but it will fall short if the lead isn’t ready to buy.

That’s why timing is another crucial piece of your lead nurturing puzzle.

Timing requires understanding customer actions and scheduling reactions. A pop-up that comes right before a lead is about to exit your website or an email that arrives after the lead downloads an eBook are examples of perfectly timed lead nurturing content.

Hushly’s lead nurturing software automates nurturing tasks so you can create rules for what content arrives and when. Through the platform’s advanced customization options, you can ensure you don’t lose a lead because of delayed follow-up. You can also move more leads along the sales funnel by jumping in with consistent, relevant content you have scheduled and automated.

Lead scoring improves your timing by scoring leads based on their firmographic and behavioral data. For example, as leads interact with content and open emails, they receive a higher score, moving them further down the sales funnel. As leads hit specified scores, you can schedule automated lead nurturing emails and content relevant to that buyer’s stage.

Image from Venture Harbour

3. Uses Lead Segmentation for Advanced Customization

Not all leads are the same, so they require customized lead-nurturing content. To help create more relevant lead-nurturing content, segment your leads.

Lead segmentation considers:

Lead score
Firmographic data (industry, firm size, location)
Buyer’s title
Stage in the buyer’s journey
Product Interest

When you understand who your leads are and where they are in their buyer’s journey, you can group leads by similar characteristics.

Hushly automates this process to save you time while offering the benefits of highly customized segmented groups.

Once you have established these groups, create and distribute content according to those shared characteristics. For instance, each group will receive content addressing pain points specific to their industry, making the content more relevant.

4. Makes Lead Nurturing a Seamless Process

Lead nurturing can feel awkward and disjointed when too many tools and teams are involved. Salespeople estimate that half of the leads they receive don’t fit what they’re selling. This occurs because there’s a disjoint in information, so marketing and sales aren’t on the same page.

Hushly’s software integrates seamlessly into your systems and with all your teams. The seamless integration ensures everyone receives the same data and is looped into the process. Integrating your lead nurturing software improves your success rate as more leads match what you’re selling, and teams receive the most updated information to customize their communications.

5. Introduces More Lead Nurturing Content

Buyers engage with multiple pieces of content before making a purchase decision. Therefore, create enou g h content to improve your lead nurturing process so buyers can confidently rely on your product to solve their challenges.

Hushly supports multi-asset viewing through its AI-powered system. Our simple forms allow leads to sign in once and limitlessly view several content pieces. Streamlining asset access encourages customers to interact with more content, which, in turn, provides more information on that asset to support lead scoring for more accurate nurturing strategies.

In addition to a seamless process, Hushly also customizes the browsing process. As leads interact with content, Hushly’s software recommends further reading customized to what the lead might be most interested in.

6. Customizes Customer Interactions

What if you could create one blog post and customize it endlessly? Hushly’s ChatGPT-powered content allows limitless customization through chat.

You can integrate this tool into your content so customers can dialogue with the content. The dialogue allows customers to dig deeper into the content and receive answers to their specific questions.

The chat feature ensures that everyone who engages with your content receives the answers they need to purchase confidently.

7. Personalizes the Lead Nurturing Journey

You should customize every point of contact to maximize your lead nurturing strategies. While that sounds overwhelming, it doesn’t have to be.

Hushly’s automation software for lead nurturing allows you endless customization options without any coding necessary. You can personalize landing pages, content hubs, and email journeys based on customer data. The AI-powered software uses the data to adjust your website and nurturing channels in real time based on who visits the pages.

Level Up Your Lead Nurturing Process

Hushly transforms your lead nurturing processes into streamlined and highly effective strategies. Through advanced personalization, data collection techniques, and automation, you can create and distribute relevant content at the right time to connect with your leads and increase your conversion rate.

Ready to see your conversion number skyrocket?

Learn more about the best lead nurturing software for B2B businesses.

Lead nurturing is a delicate and complex process.

On the surface, it seems simple: a prospect converts into a lead, you nurture with relevant content to guide them toward a purchase, you continue nurturing to prevent churn, and so on.

In reality, it’s nearly impossible to nail down a finite buyer’s journey.

Look at this example from Gartner:

Gartner

One buyer on a team might download a whitepaper. Another will have a discussion with your brand on LinkedIn. Meanwhile, someone at the C-level on the team might be replaced and the budget will be reworked.

With up to 10 team members participating in each buying process, how do you figure out who to target and when with the best lead nurturing strategies?

You can’t.

That’s why buyers are surprising sales teams when they jump forward and convert before sales even realize they exist. It’s a big problem, and AI is the missing link you need to nurture leads the right way in 2020.

Why You Need AI to Create the Best Lead Nurturing Strategies

AI works because it can run through massive data sets much more efficiently than humans can. Artificial intelligence can also notice subtle behavioral patterns humans would never notice.

Plus, it gets better at its job the longer you implement it so you’re always running the best lead nurturing strategies that just keep improving.

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1. You’ll Only Collect High-Quality Leads

Of all the leads you collect and spend time (and money) nurturing, how many would you say end up converting? If you’re like most B2Bs, less than a third of leads passed off to your sales team is qualified.

Relying on artificial intelligence for on-site lead nurturing lets you remove forms from your landing pages. Leads can still provide an email address to stay in touch when they’re ready, but ONLY when they’re ready.

That’s why using AI to generate leads boosts lead quality by 59%.

2. You Won’t Have to Deal with Inaccurate Data

Artificial intelligence also solves the issue of bad data at its source. You can’t create the best lead nurturing strategies if your data is wrong – and statistics say it probably is.

An estimated 80% of organizations will ditch their personalization strategies within the next five years due to poor data. Bad intel is costly, and 62% of businesses are already using data that is up to 40% wrong to guide their strategies.

AI starts nurturing leads from the second they visit your website: no more waiting for email addresses to follow up. And when they sign up, AI makes sure their email address is valid and belongs to a human buyer while filling in all the gaps.

3. AI Meets the Demand to Help Leads Research

B2B buyers want to find all the content they need on your website. They don’t want to send an email or pick up a phone.

Meanwhile, 73% of buyers are busy and have less time to sort through content looking for what they need. They certainly don’t want to fill out a form when they finally arrive at a blog post that looks helpful.

During the sales process, a buyer will consume 13 pieces of content from your brand on average. Buyers say you can make their life easier by categorizing your content by pain point, issue, and/or vertical.

Artificial intelligence does that for you through an Adaptive Content Hub. Not only is your content organized with useful categories, but machine learning also studies your visitor’s behavior and helps them find exactly what they need – just like Amazon.

4. It Lets You Engage Leads Across Every Touchpoint

Once a visitor reads a few content assets on your website, you can learn a few things about them: their stage of the buying cycle, industry, pain points, where they work.

You can also use AI-offsite to create the best lead nurturing strategies with retargeting.

Facebook Pixel lets you target your website visitors based on their behavior across the internet. This comes in handy for tracking brand awareness, too. LinkedIn retargeting is another useful tool.

5. It Pushes Leads Through the Buyer’s Journey Before They Ever Contact You

AI and machine learning provide another useful feature: their algorithms are designed to recommend content that gently pushes them down the sales cycle.

Using behavioral data from each visitor’s session history, previous similar visitors, and intent data, AI can adapt which content assets it recommends anytime.

In other words, it doesn’t matter how convoluted the buyer’s journey gets because AI will always adjust its tactics as soon as it notices a micro-change in behavior.

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6. AI is More Affordable Than Traditional Lead Nurturing Strategies

Traditional lead nurturing is outdated, inefficient, and expensive.

Individually, things like PPC, email marketing, and social media aren’t necessarily expensive. When you’re putting your effort into non-qualified leads though, that’s another story.

Hushly’s AI engine, for example, only charges a flat price per lead – and only genuine leads, not fake ones. You never have to pay to use the platform or add it to your site.

Your sales and marketing teams can free up hundreds of hours each year they spend on hunting down low-quality leads. Instead, they can focus on creating the best lead nurturing strategies for high-quality leads.

Finally, the numbers speak for themselves: advanced personalization delivers $20 ROI for every $1 spent.

7. You Can Create the Best Lead Nurturing Strategies for ABM

Eighty-nine percent of B2B companies are running ABM strategies now and most of them are less than five years old. A whopping 68% of them rely on automation.

Without AI and machine learning, it’s impossible for small and medium-sized businesses to target the right accounts at the right time. You simply can’t whip up the resources to figure out all the essential data because it changes so often.

Artificial intelligence uses a myriad of data from several sources, including your on-site behavior, to identify key firmographics and recommend the perfect content.

Meet the AI Behind the New Lead Nurturing Best Practices

Artificial intelligence is incredibly simple to implement. Once you start running the Hushly AI engine on your site, lead conversions immediately jump by 51% – guaranteed. That’s how easy it is to completely transform your digital experience and reap the benefits of personalization.

Revolutionize your tactics with the best lead nurturing strategies. See how the Hushly AI works and sign up now.