The Holy Grail of content marketing is securing B2B lead marketing permission. The Rule of 7 is often touted, I’m presenting you with the Rule of 5. Quicker, easier and infinitely more manageable.
So, you’re gathering emails in hopes of snatching a service sale. Do you *really* think downloading your white paper means they ‘re ready for used car pitch? Nope nope nope. C’mon. Did you ask your significant other to marry you on date one? And, actually – providing your email address for gated content isn’t even date one. It’s a glance across the room. You have a lot more work to do, buster. Thankfully, I’ve done a lot of that hard work for you. And, while Mamma taught me not to give away the milk for free, I know the real strategy and hard work is in the execution of these steps. So, I’m quite happy to give you a leg up in your B2B strategy in exchange for your subscription to my blog. (READ: SUBSCRIBE HERE NOW)
The key to B2B lead nurturing in your outbound communication is service without expectation.
If at any time during these steps, the prospective company happens to be in search of a service you provide, you’ll already be top of mind. No need for a barrage of hard sale.
You get the gist. These steps will keep your prospect locked with interest. They’re at a big party and (if done correctly) you’ll remain the pretty girl in the corner they want to approach.
These steps are nicknamed “The Drip”, “The Funnel”, “The WarmUp”. Heck, you can call them “The Paper Plate”, just get to using them!
- B2B Lead warming outreach
- If in an email, start with a thank you and deeper introduction. This needs to come from a human being in your organization (even in automated marketing process). Explain what inspired your company to provide the said content. “Our mission is to solve X problem for companies like yours. Here’s some other information you might like….” Offer them to connect socially. DO NOT send them to your generic company branded social channels. Ask them to connect with YOU, human being, through your LinkedIn profile. After LinkedIn individual connection, feel free to send the other social links to corporate accounts. This lead does not care about your 586 cat videos and this ain’t that kind of party.
- If the lead warming is a phone call, your only goal is to warm the relationship. DO NOT try and sell of offer anything. This is a thank you call and a little about why you do what you do. If your call gets returned or you follow a voicemail with an email you *might* go as far as asking for 10 minutes for feedback on downloaded content purely for market research purposes. If the rapport is instant, I leave it in your capable hands to decide how far to go. Stranger things have happened than the purple unicorn that is a sale on lead warming calls.
- B2B lead Value outreach #1
- Hey, I just met you..and this is crazy. But, here’s something else for free…so call me, maybe?
- This should be email drip #2, it is about them, not you. If you are already tapped for content you think they might want..recycle! Turn those words into multimedia (Infographics, PowerPoint slides, Video) with one point from the content expanded or boiled down.
- B2B lead Value outreach #2
- Based on how good your marketing automation is, this step can go down in a few different ways. Preferably, I already know what you’ve clicked on in previous outreach and if you happened to visit other pages or content on your journey. The best option is to trigger segmentation based on those habits. Joe clicks on content then repeatedly goes to your careers page – Joe wants a job, he’s not a potential client. However, David and Sally click on content, about us and services – they get segmented in to value outreach that gives them more reason to cut out all this flirting and get a proposal from your company. If the rest of the list didn’t click anything, send them on through this cycle – then rinse and repeat until the timing is right. On the other hand, you have a competitor sneaking into your gated content, kick that impostor to your own brand of “no more communicado” list and stop training them.
- It’s going to take a little data science and evaluation on your part to plan these value outreach steps in meaningful way. Based on actions, you should know what kind of value your (now segmented) prospects will really appreciate.
- B2B lead warming: The non-paid Offer
- This step is very important and requires you to really know your list and habits by now. Should you offer a free 30-minute consultation on X problem? Maybe a mini-analysis so you can demonstrate future value? Possibly, it’s just a chance to attend a webinar that’s invitation only.
- Be strategic, make it count.
- The ASK, B2B lead warming’s final step
- Finally, you say, we can sell something! Maybe, maybe not. If you haven’t had any chance to actually talk to this live person yet – you are not selling in the ASK, you are still qualifying. In my 20 years of B2B sales, the more delayed the sale – the easier the close. Anticipation makes the heart grow fonder, but I digress.
- Your ASK goal is to have a reason they will talk to you. You’ve given them lots of great stuff by now. You may ask for 20 minutes to get their opinion on X industry or, for market research, like to know what are the top 5 challenges their business faces in light of X market shift.
- Your ASK is telling them that their brain is valuable to you.
If at any time during this process, you get an email, clickstream, phone call or smoke signal that indicates true sales potential, by all means, call THEM. Set an appointment and put them in the pipeline. If you do all of this, and still not seeing response…then, honey, the dog didn’t like the dog food. Suck up your pride and find out where you lost interest.
I hope this is helpful to developing your B2B lead process. It’s very time consuming, but pays in spades for brand perception and top of mind awareness. When you get really good at these B2B lead warming steps, you’ll be able to predict income from the first point of contact.