As B2Bs are often juggling multiple marketing strategies to keep their business positioned properly in front of the public, lead nurturing can sometimes fall by the wayside. However, a steady, patient approach to nurturing leads may eventually pay off for the business. Recent Gleanster Research found that about 50 percent of potential clients will not make a purchase immediately. According to Marketing Pilgrim, nurturing and managing leads over time is the key to converting them into buyers. The article offers several tips that signal when a prospect is ready to do business.
1. Frequent visits to the company website
When a lead is considering making a purchase he or she spends some time conducting research to ensure the best fit possible. Much of that research is completed by perusing the B2B’s website content. It is an especially promising sign if a potential buyer is browsing case studies or visiting pricing pages. Examining the site’s analytics may help marketers know which prospects are serious about buying from them. Once the analytics alert the marketers to who is interested in working with them, they can focus efforts on interacting with those leads.
2. Mentioning the B2B on social media
If a potential customer is asking others for their opinion about a company’s products, it means they are seriously considering a purchase. A B2B marketer may want to monitor their leads on Facebook or Twitter to note when they mention the company and follow up with a personal email or phone call.