Lead Nurturing in 2022

Last updated on February 13, 2022 by Anna in Lead Nurturing, Sales
Lead Nurturing in 2022

Creating lasting relationships and increasing conversion rates are the main goals of your customer sales cycle. The process begins with lead generation and relies heavily on successful lead nurturing to obtain the desired end result – a sale.

Putting increased time and effort into your marketing and sales process means your client relationships will benefit. Ultimately, your company will begin to see a higher return on investment (ROI) on its efforts. Jack Born, the creator of Deadline Funnel, speaks about the many ways lead nurturing plays a role in successful conversion rates.

  • In 2022, walking leads through the sales process means navigating an increasingly digitized world. Timeless tactics like cold calling are great ways to cultivate leads. Although utilizing newer tools like data automation and content creation can improve your customer lifecycle. 
  • Incorporating AI software alongside tactics like audience segmentation and targeted messaging are the first steps to take for creating competitive marketing campaigns.

To learn more, read on or jump ahead to these sections:

Using Automated Messaging

most effective automated series for email engagement

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Born also points out that in this current time of endless content streams, maintaining top-of-mind awareness with your leads is crucial to nurturing client relationships. On the flip side, successful digital communication relies on avoiding repetitive and irrelevant content to reduce the clutter in a prospect’s inbox.

  • Marketing sequences require time and resources. Utilizing automated messaging can help alleviate these burdens. Automation allows your team to accurately target customers with informative content. It can help them make decisions throughout their sales journey.
  • Segmenting your leads will help improve your focused marketing and lead to high engagement rates. The immediate goal of your campaigns should be prospect interaction with your brand, rather than just a sales conversion. This helps get leads excited about your product. Also gives them the tools to explore the ways you can help them.
  • Through lead segmentation, specific content should be directed to customer groups based on their needs, buying habits, and customer profiles. Separating your outreach will help potential clients understand the distinct value of your product in relation to their unique business. 
  • Automated messaging allows content to be sent across multiple channels to reach audiences on different platforms. Data collected by these automated campaigns will also help improve your return on investment (ROI) since money spent on engagement will lead to higher sales conversions. 80% of users saw the number of leads increase when automation tactics were employed.
  • This technology tracks important data like email open rates, click through rates, and customer engagement with promotional content. For example, you will be able to see when a customer fills out a form through your campaign. This allows you to move them into the next stage of the sales process. 

Timing Your Marketing Campaigns for Lead Nurturing

Born stresses the fact that perfecting the art of segmentation is just one small step in utilizing automated messaging to its fullest potential. Understanding how crucial timing is for your outreach can help improve your conversion rates.

  • One of the biggest benefits to automated messaging is being able to ensure leads don’t run cold. Your chances of landing a sale are a lot higher if you contact a lead when you can offer a solution to their current problem. By being able to schedule sales follow-up sequences, clients will be reminded of your product when their needs are high.
  • Data analysis allows AI software to track a lead’s activity and engagement throughout the day to determine the best time to hit send on your campaign. By having a deep understanding of your client’s schedule, automated messaging helps increase engagement rates. It happens by delivering your content at the ideal hour for interaction.
  • Predictive sending takes the guesswork out of your email lead nurturing campaigns. This means your team can focus on creating informative content while technology handles the rest. Nurturing leads with targeted messaging sent at their peak activity times will help avoid the sales funnel leakage. It commonly occurs with infrequent contact.

Authenticity in a Digital World

types of content b2b marketers use for content marketing

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Your content quality directly affects your credibility. No matter how big or small a role it plays in the marketing plan. It is crucial for your brand’s success to remain authentic when utilizing automation.

While technology helps maximize your outreach, nothing can replace genuine human connection. This means your marketing strategy needs to be driven toward providing relevant information that starts a conversation with your prospects.

  • Avoid creating a bad reputation for cluttering inboxes with fluff emails. The goal of automated messaging is to successfully nurture leads by effectively communicating with clients. And not to alienate them with a constant barrage of meaningless spam. When used correctly, automation helps boost your brand by sharing relevant, informative content with your prospects.
  • Another key component to increasing your credibility is ensuring automation does not remove the ability for conversation. Sequences, like email campaigns and deadline messages, often come in automatic waves across multiple days to spread awareness. Make sure your team is still available for contact if leads want to speak with a representative directly. Rather than relying solely on the scheduled follow-up emails.
  • Automation is meant to supplement your marketing efforts. Your sales team should still be putting in the effort to cultivate strong client relationships alongside your digital campaigns.

Evaluate Your Pricing Models

In order to make a sale, you need to drive traffic to your website to generate leads for cultivation. So, what does this traffic see when they visit your site? Most companies are going to be looking at your product and what type of solution it offers. But they are also going to focus on pricing.

tactical triangle for price evaluation

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As Jack Born has sketched out, there is a Tactical Triangle that can help your team evaluate your prices. As well as understand the lifetime value of your client. Simply put, the model explains how it is necessary to work backward to land a sale while understanding the moving economics of your campaigns.

  • Pricing models are an aspect that should constantly be evaluated. The most effective way to come up with prices for your product includes working off customer personas, using correct metrics, and listening to your customers.
  • Proper presentation is crucial for relaying your prices to clients. Are you offering one price or are there multiple price points for leads to contemplate? 
  • Ideally, you will want a price point for each level of the customer persona. This ensures web traffic will not be overwhelmed with your options. Plus, automated messaging can target specific groups with product promotions at the correct tier.
  • Another aspect to keep in mind when evaluating your models is the amount it costs to drive this traffic to your site. You’ll want to see a higher ROI on your marketing efforts. So prices need to be set accordingly, based on the amount spent to generate and nurture leads.

Utilizing Order Bumps to Increase Engagement

Staying competitive means more than just evaluating your pricing and offering deadline deals. Working with an order bump strategy can lead to higher conversion rates and bring in more overall revenue. 

  • This doesn’t have to be something that requires resources to create. But rather an automated offer to help increase sales among well-qualified leads. If a customer is already committed to the purchase, offering an order bump such as an upgrade from the basic to professional plan, can be an easy way to maximize the sale.
  • Using this tactic helps your lead take more time to think about your product and the benefits it can provide. Since this happens close to the end of the sales cycle, you can feel confident that a lead has already seen the value in the purchase. By offering a bump at checkout, the client may go ahead and make the switch to a higher price without feeling like the process was too pushy.

Extending Customer Life Cycles for Lead Nurturing

Determining your customer lifetime value (CLTV) can help your business successfully retain valuable clients. The CLTV also works hand-in-hand with the customer acquisition cost (CAC) to illustrate the timeline needed to recover the investment spent to generate leads.

  • The CLTV can be found by evaluating the amount of revenue brought in by a client in addition to the predicted length of the relationship. This metric is crucial to creating a customer retention solution, as well as company budgeting. It also allows your team to analyze the ways in which these customer life cycles can be extended.
  • Lead nurturing is the first step in building a customer life cycle. This process should continue past the initial sale. Client relationships will improve when you actively listen to their onboarding experiences, provide frequent check-ins about your product, and incentivize repeat purchases.

To experience how LeadBoxer can help you nurture leads into successful sales through the website and email tracking, lead segmentation, and marketing campaign tracking, get started with a free Leadboxer trial today!