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The Sales Review

Learn about emerging best practices, strategies and insights on B2B sales today dedicated for the modern sales organization.

3 Contextual Lead Nurturing Tactics to Speed Up Your Sales Pipeline

Posted by Paul Schmidt on Dec 5, 2017 10:31:20 AM

speed-up-lead-nurturing.jpgSales enablement tools have increased marketing and sales’ abilities to speed up your time to close and create personalized experiences on their website for everyone. When a visitor converts (through form submission or live chat) on the webpage, personalization can catalyze further action. Below, we discuss three contextual lead nurturing examples that drive users more quickly through your sales pipeline.

1. Retargeting

Providing users with helpful, relevant information after they leave your website is another method to incorporate into your nurturing strategy. Retargeting is useful for nurturing leads in your database to guide them further into the pipeline. Here are two contextual marketing tools that can be helpful for lead nurturing:

Sniply: This tool allows you to connect with leads on other websites. Here is how it works: Assuming you have glowing third-party reviews or testimonials (on Yelp, Google My Business, Capterra, etc.), you can add a Snip that is overlaid on these external pages that direct your opportunities/leads back to your website, landing page, or contact page.

Here is an example of a Snip overlaid on an external page.

retargeting-sniply.png

Smart Forms: Smart forms dynamically change based on what we already know about the user. For example, if we already know the user’s company name or job title, there is no need to have that field on the form. Get rid of it. When retargeting users, eliminate as much friction as possible for them to take the next step in the sales process.

2. Lead Scoring

Whether you are using predictive or traditional lead scoring, you can customize your sales enablement tactics based on the lead qualification. For prospects with an above-average lead score, push them to schedule a consultative meeting. However, for leads with a low lead score, it would be more appropriate to send them educational blogs, white papers, case studies, or videos.

3. Email

As you know, email is one of the most powerful ways to connect with your leads. We all get so much email every day, so it’s important you nail your messaging, content, and timing the first time. Here are three contextual lead nurturing examples you can use for your email marketing:

Mobile: Use your sales reporting tool to analyze the percentage of email opens you get from mobile devices (compared to desktop). This percentage of mobile opens continues to grow each year for most of our clients. To effectively use email for nurturing, keep them short and to the point. Also, non-marketing-looking, plain-text emails can, many times, outperform beautifully designed marketing emails.  

For mobile visitors, use smart CTAs in your emails so that people can have content emailed to them, instead of having to download a 50-page PDF on their mobile device. 

Personalized signatures: Assuming your sales team is bigger than one rep, use smart content modules or personalization tokens to make sure these emails show the image of the sales reps, links to their social media profiles, and any recent content they have published. This provides context to the prospect when the sales rep calls him or her.

Speaking of personalization, here is a bonus tactic. On your website’s “Live Chat” button, include the image of the sales rep who is working the opportunity. This provides additional context when the prospect comes back to the site.

Location information: Do you have multiple locations? Multi-location businesses should personalize the location information on the sales reps’ emails. This location information should contain the location’s hours, address, and phone number; a local-specific image; and local social media accounts (if applicable). 

What are some ways you personalize your lead nurturing to reduce your time to close?

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Paul Schmidt

About the Author

Paul Schmidt is Marketing Strategist at SmartBug Media and is based in Colorado. He works with clients on SEO, analytics, lead generation, and marketing strategy. He is a lover of all things homebrewing, drumming, hiking, and cooking. He previously worked as a Senior HubSpot Consultant. Paul studied percussion in Las Vegas and got his MBA in marketing in Boston.