Staying on a prospect’s radar can be tough for salespeople. People change jobs more often now, and that means they switch from being leads, gatekeepers, buyers, or decision makers. Salespeople often don’t even know who their leads are or if they have the power to make decisions.
That’s where B2B lead nurturing comes in. But it’s not a one-size-fits-all thing. It’s about giving the right info to the right person at the right time.
Lead nurturing involves both sales and marketing. Marketing sends the right stuff to leads through emails, social media, or mail. Then, salespeople keep an eye on things and follow up. So, when a lead is ready to buy, they think of your company first. Let’s talk about some good ways to nurture and follow up on leads.
Keep an Eye on Leads with LinkedIn: Big deals often happen when people switch jobs. After your first meeting or chat with a prospect, connect with them on LinkedIn. It helps you track their job changes and spot new chances. For example, if you’re connected with Billy at XYZ Company and later see he has a new job, it’s an opportunity. If Billy was a gatekeeper, you can try to connect with someone new at XYZ. If he was a friend, you can catch up and see if he can make decisions in his new role.
Know When They Buy: The right time to nurture a lead depends on when they plan to buy. If a lead buys school supplies for a high school, you need to know when they budget and buy before the school year starts. This way, you can nurture them at the right time.
Keep an Eye on Seasonal Trends: Every industry has times when their stuff is in demand. If you nurture leads before these times, they’ll remember you when they’re ready to buy. Look at your own company’s lead patterns for hints. For example, if your busy time is at the beginning of the year, you know that February is a good time to nurture leads.
