How To Start Nurturing Leads In B2B

Lead nurturing is the process of building relationships with potential leads, guiding them through the buyer’s journey with the goal of converting them into paying customers. It’s a complicated process, one that involves serving the right content at the right time at each step.

Lead nurturing isn’t easy. With so many digital and/or physical touchpoints to consider, it’s hard for companies to clearly map out the buyer’s journey and create content that’s valuable and relevant at each stage. This takes ongoing and relevant communication that helps build trust and credibility.

Marketo is a powerful platform for centralizing the creation and monitoring of all your marketing assets and programs, from webinars and in-person events to newsletters and emails. It gives you the ability to get alongside your audience wherever they happen to be. In smaller companies — with a single point of contact – this tends to be more straightforward. But as your customer base increases in size, it can quickly become tricky to create and track content that reaches the right people.

The great thing about Marketo is that it’s not just a tool for creating and managing content. Not only does it enable you to segment your leads, you can also measure the success of your marketing efforts on different levels, from campaigns to individuals. Without coding, it’s possible to set up rules to automatically move people along the customer journey, benchmarked against pre-defined success criteria and business goals.

For example, you might steer someone new to your product or service towards a whitepaper which they can download and read. Or you could direct them to an introductory video with the goal of watching 80%. Marketo gives you the ability to measure all of this and more.

Marketo is a powerful platform that requires technical know-how to deliver the best value. To optimize your return on investment, you need the right mix of marketing and technical skills. That’s because if you’re running nurture campaigns with lists of hundreds or thousands of people, you’ll want to aggregate the information to derive data-driven insights.

Kapturall’s roots are in marketing. We’re a marketing company that knows how to work with cutting-edge technology. That’s why we help you align your nurturing campaigns with your business goals. Our experts help you set up reporting inside Marketo that enables you to see what’s working and what’s not, so you can optimize marketing activities.

Digital marketing techniques are evolving at such a rapid pace that it’s hard to keep up with the latest innovations. For the same reason, it’s also challenging to find the right technical expertise. As an implementation partner, we don’t just set up Marketo and let you get on with it. We’ve made a name for ourselves based on knowledge-sharing, collaboration, and support. Amongst other things, we educate your in-house team in the lead nurturing creation process.

Kapturall combines expertise in marketing and technology to help you nurture leads that turn into prospects that convert into customers. Contact us