Each marketing automation system has its pros and cons, but information is readily available to review for comparison by visiting websites like G2Crowd. We also cover many of these platforms, and how to choose the right one for you in Lesson 3.
How to Create a B2B Lead Nurturing Campaign in 4 Steps
Covered in the last lesson were several steps you should take when creating a lead nurturing campaign (in general). Now, we’ll cover the steps needed when creating a B2B lead nurturing campaign.
The 4 Steps to Creating a B2B Lead Nurturing Campaign:
- Define the goal of your lead nurturing campaign.
- Determine your target audience.
- Create content for each stage of the buyer’s journey.
- Tie it all together with automation.
Step 1: How to Define a Goal for Your B2B Lead Nurturing Campaign
Defining the goal of your B2B lead nurturing campaign gives you direction. Without a start, there is no finish. Your goal should be complementary to that of your prospective buyer, effectively benefiting you both. Knowing your goal beforehand also ensures your content targets the right audience’s problems with the right solutions.
One way to approach goal setting is to think about it from the top down - what persona, market segment or type of buyer am I trying to attract? In this case, your goal could be:
- Solve for the pain points of a particular persona or set of personas.
- Attain more customers from a specific industry or segment.
- Gain more customers who fit your ideal client profile.
- Increase purchases from current customers.
Another way to set your goal is from the bottom up - what product or service would you like to push right now? In this case your goals could be:
- Increase purchases for a particular product or service.
- Increase subscription sign ups.
- Increase registrations for an event.
- Increase license/contract renewals.
Or it could be that you are trying to improve your sales process by speeding it up or making it more efficient. In this case your goals could be:
- Decrease the time it takes a new lead to close as a customer (i.e., time to customer conversion)
- Decrease the number of manual touch points needed to close a sale.
- Decrease the cost per customer acquisition.
What are good B2B lead nurturing campaign goals?
In order for your goal to be “good” you need to take your general goal and make it S.M.A.R.T., as we covered in Lesson 6. For example, if your general goal was to sell more CRM software licenses, then your S.M.A.R.T. goal could be:
Sell 450 CRM licenses in Q4 by implementing a lead nurturing campaign.
Now you may also have some leading indicators or sub-goals for your primary goal. For example, if your goal is to sell 450 CRM licenses in Q4, then some subgoals might be:
- Increase click-through rates on lead nurturing emails by 10%.
- Increase MoFu landing page submission rates by 10%.
- Increase BoFu workflow completion rates by 1%.
- Increase customer satisfaction with the sales process by 1 point (10 pt. scale).