B2B Lead Generation

B2B Lead Nurturing for Growth-Stage Brands

Tanya Triber
by Tanya Triber / January 26, 2024

Tanya is a Growth Marketer at Brand Theory where she creates compelling content for B2B clients. A skilled writer and brand storyteller, she recently earned her Master's in Digital Marketing. When she is not at her desk, you will find her exploring the Blue Ridge Mountains with her camera, or spending time with her family.

Did you know that 80% of B2B leads never convert into sales? Lead nurturing can help you change that.


As a B2B founder, marketer, or sales professional, you know that generating leads is only half the battle. The real challenge is turning those leads into paying customers. That's where B2B lead nurturing comes in. By building relationships with potential customers over time, you can increase the likelihood that they'll choose your company when the time comes to make a purchase. 


However, if you’re like many of the busy, bootstrapped business owners we talk to, you may not be nurturing leads at all – because you just don’t have the time. If that’s you, don’t despair. Below we’ll walk you through the most effective modern strategies for B2B lead nurturing, from personalization to social media to marketing automation. Because you simply can’t afford to leave 80% of prospects on the table.





Why Traditional Lead Nurturing Isn't Enough


Traditional lead nurturing methods have been relied upon for years to move prospects through the sales funnel. However, in today's digitally-driven business landscape, these tactics are no longer as effective as they once were. One of the main reasons for this is the need for more educational and informative content.


Today's B2B buyers are well-informed and expect to be provided with useful insights that can help them make better decisions. This means that businesses need to create content that educates their prospects and provides them with value.


Another reason why traditional lead nurturing isn't enough is that prospects expect content that is tailored to their pain points. Generic messaging and untargeted content will not resonate with buyers who are increasingly looking for personalized experiences.


In order to stay relevant and capture their attention, businesses need to create content that speaks directly to the unique challenges and needs of their target audience. This requires an in-depth understanding of their prospect's pain points, the B2B customer journey, and a willingness to create content that addresses them head-on.


Finally, building relationships and 'warming up' clients is more important than ever in today's B2B marketplace. Buyers are looking for more than a sales pitch; they want to work with businesses that they trust and who they believe will provide real value. By taking the time to build relationships and create a positive experience for prospects, businesses can differentiate themselves from competitors and increase their chances of converting leads into customers.


As such, relying solely on traditional lead nurturing tactics like a few follow-up emails or phone calls is no longer sufficient. Instead, businesses need to prioritize creating a positive experience for prospects that builds relationships and instills trust.


The New Approach to B2B Lead Nurturing


So, what does work? Here are a few modern B2B lead nurturing tools to consider:


B2B lead nurturing with Social Media

Social media has become an increasingly important tool for B2B lead nurturing, allowing companies to not only build awareness but also help prospects move smoothly through the sales funnel. According to a recent study by Salesforce, companies that effectively use social media for B2B lead nurturing see a 45% increase in lead generation over those that don't. The results indicate that effective use of social media channels, such as LinkedIn, Twitter, and Facebook, facilitates better communication and engagement with potential customers, as well as maintaining relationships with existing ones. By doing so, companies are able to increase the likelihood of converting leads into loyal customers.


By using social media as a nurture vehicle, companies can target specific audiences with personalized messages and content, engage with customers in real-time, and create a community of engaged and loyal customers. Social media allows companies to build a strong foundation for long-term relationships with their customers and prospects, ultimately driving more sales and revenue in the process.


Using marketing automation for B2B lead nurturing

Marketing automation has become an increasingly powerful tool for B2B lead nurturing. In today's digital age, it's not enough for companies to simply generate leads – they need to be nurtured effectively to ensure they convert into paying customers or clients. Marketing automation tools allow you to automate this process, ensuring each prospect receives the right message at the right time. Not only does this increase the chances of conversion, but it also helps to build stronger relationships with customers and boost brand loyalty.


One of the key benefits of marketing automation is email automation, which allows companies to send targeted and personalized messages to prospects. By segmenting leads based on their interests and behavior, companies can create email campaigns that address specific pain points and provide solutions that are tailored to each prospect's needs. This helps to build trust with prospects and keep them moving through the customer acquisition funnel. Additionally, marketing automation tools can help companies track the effectiveness of their email campaigns, allowing them to make data-driven decisions and optimize their strategy over time.



Retargeting strategies for B2B lead nurturing

Retargeting is another important tool in the B2B lead nurturing arsenal. By using targeted advertising and tracking technology, companies can engage prospects who have already shown an interest in their product or service. Retargeting allows companies to stay top-of-mind with prospects who may not be ready to buy just yet, but who are in the consideration phase of the buyer journey. By using retargeting in combination with other marketing automation tools, companies can create a seamless and personalized experience for prospects, increasing the likelihood of conversion and building stronger relationships with customers.



B2B lead nurturing with a CRM platform

In addition to email automation and retargeting, a strong Customer Relationship Management (CRM) platform that is integrated with the business' website is crucial for effective B2B lead nurturing. By tracking and analyzing customer data, companies can gain valuable insights into their prospects' behavior and preferences, allowing them to deliver personalized and relevant content throughout the customer journey. This helps to address pain points and build trust with prospects, leading to increased brand loyalty and higher conversion rates. Overall, marketing automation is an essential tool for B2B lead nurturing, allowing companies to deliver targeted and personalized content to prospects at every stage of the buyer journey while eliminating the stress and hassle of more traditional nurturing tactics.


Ready to Start Nurturing B2B Leads?

Just like any customer, B2B buyers want to feel seen and heard. By personalizing your messaging, offering up helpful and informative content on social platforms, and leveraging automation to optimize email marketing and lead nurturing efforts you can be sure that your business is proactively staying in touch with potential customers and not letting leads slip through the cracks.


B2B lead nurturing is a critical component of any successful marketing strategy. By using these modern techniques, you can build better relationships with potential customers and increase your chances of booking more meetings and closing more deals. At Brand Theory, we help B2B clients nurture leads through a proven growth marketing framework. If you’re ready to elevate your marketing and drive measurable results for your brand, schedule a no-obligation introduction to Brand Theory today.





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