In the world of B2B sales, nurturing warm leads is a crucial step in the sales cycle. According to Hubspot, the average B2B sales cycle takes 84 days, and it requires at least 18 touches to convert a lead. This means that maintaining engagement and keeping leads warm throughout the process is essential for successfully closing deals. In this article, we will share 10 expert tips for nurturing and re-engaging warm leads to increase your chances of conversion.
One of the most effective ways to keep warm leads engaged is through thoughtful and personalized email communication. Life happens, and various factors can distract your leads during the sales cycle. By following up with an email, you can stay top of mind and find out what they need to move forward.
To ensure your emails don't come off as spammy, utilize a mutual action plan (MAP). A MAP outlines the steps to be taken by both the sales team and the prospect until the deal is closed. It sets clear expectations and ensures alignment between both parties. Creating a MAP early on allows for touchpoints that prioritize alignment beyond simple check-ins. By actively engaging with your leads and addressing their specific needs, you can maintain a strong connection throughout the sales cycle.
In addition to MAPs, nurture sequences are another valuable tool for keeping leads engaged. A nurture sequence is a series of emails that provide relevant information about your product or service. These emails can include customer success stories or educational content that adds value to your leads' decision-making process. By consistently providing useful information, you can ensure that your leads don't forget about what you have to offer.
To make your emails more effective, personalize them based on your leads' specific needs and interests. Take the time to understand their role, their company's goals, and any challenges they may be facing. Tailor your emails to address these specific pain points and provide solutions. Including non-generic case studies that fit their business can also be beneficial. Additionally, a well-timed funny gif can help lighten the mood and make your communication more memorable.
Here's an example of a warm lead email template:
While email is an effective communication channel, it's important not to overlook the power of a phone call. According to a Crunchbase survey, 57% of C-level buyers prefer to be contacted via phone. In fact, 44% of sales professionals consider phone calls as their most effective channel for remote selling.
Phone calls provide a personal and interactive way to engage with your warm leads. It allows for real-time conversation and immediate feedback. During a phone call, your leads can share their concerns, ask questions, and get a response on the spot. It also provides an opportunity to secure permission for a follow-up call or email, allowing you to continue the conversation and maintain engagement.
To make your phone calls more effective, use a warm lead call script. This script should be tailored to your specific product or service and include a personalized introduction. Begin the call by acknowledging the previous interaction with the lead and confirming if they received the requested information. Then, take a few minutes to understand their specific interests and needs, allowing you to provide more targeted content or assistance.
Here's an example of a warm lead call script:
Case studies and testimonials are powerful tools for building trust and credibility with your warm leads. They provide real-world examples of how your product or service has helped other customers achieve their goals. Sharing case studies with similar use cases to your warm lead's business can make your offering more relatable and increase their interest.
When sharing case studies, focus on providing examples that align with your warm leads' specific challenges or industry. For example, if your warm lead is in the banking industry and is facing issues related to cybersecurity, share a case study that highlights how your solution helped another bank overcome similar cybersecurity challenges. By demonstrating your expertise and success within their industry, you can build confidence in your ability to solve their problems.
Testimonials are another effective way to showcase the value of your product or service. Reach out to satisfied customers who have had positive experiences with your offering and ask for their feedback. Use their testimonials to highlight the benefits and results they have achieved. When sharing testimonials, make sure to include the customer's name, job title, and company to add authenticity and credibility.
By sharing relevant case studies and testimonials, you can demonstrate the effectiveness of your solution and show your warm leads that you understand their unique challenges. This helps to build trust and positions your product or service as the solution they need.
Sales multithreading is a strategy that involves building relationships with multiple stakeholders within a target account. By engaging with decision-makers, champions, and influencers, you increase your chances of maintaining a strong connection and avoiding a single point of failure. In fact, applying sales multithreading techniques can increase your chances of closing an account by up to 30%.
One way to re-engage a warm lead using multithreading is to reach out to their industry peers and ask for an introduction. If your warm lead has become less responsive or their engagement has dropped, this approach can help revive the connection. By leveraging the relationships with their peers, you can re-establish contact and move the sales process forward.
Another multithreading technique is to identify key decision-makers within your target account. By connecting with other stakeholders who may have influence over the purchasing decision, you can strengthen your position and increase your chances of success.
Additionally, tracking job changes of your past customers and prospects can be a valuable multithreading strategy. When someone from a target account changes jobs, they may still have a positive view of your product or service. By reaching out to them in their new role, you can leverage their previous experience and position them as a champion within their new organization. Tools like SMARTe can help you in the process of tracking job changes.
By implementing sales multithreading techniques, you can expand your network within target accounts and increase your chances of maintaining engagement with warm leads.
Social media platforms provide an excellent opportunity to stay connected with your warm leads and maintain engagement. Organic engagement and targeted ads can both be effective strategies for keeping your leads warm.
Engaging with your warm leads on social media can help you stay top of mind and provide useful insights where necessary. Follow their posts, like and comment on them, and offer helpful advice or suggestions. This shows that you are actively interested in their success and adds a personal touch to your relationship.
Retargeting ad campaigns can also be an effective way to stay connected with warm leads on their favorite social platforms. By displaying relevant content or offers based on their previous interactions with your brand, you can remind them of the value you provide and keep them engaged throughout the sales cycle. For example, if a warm lead is still in the early stages of learning about your brand, you can target them with customer stories or product marketing videos to further educate them.
When engaging with warm leads on social media, it's important to strike a balance between being helpful and not being pushy. Take the time to understand their preferences and engage with them in a way that aligns with their communication style. This will help you build a stronger connection and increase the chances of maintaining engagement.
Offering interactive demos is a great way to bridge the gap between what you've communicated about your product and the actual experience your warm leads can expect. A demo allows leads to see firsthand how your product works, its ease of use, and the value it can provide. It's an opportunity for them to experience the "magic" of your product and understand how it can solve their specific challenges.
When conducting a demo, focus on the features and benefits that are most relevant to your warm lead's needs. Highlight how your product can address their pain points and provide tangible results. Keep the demo interactive and encourage participation from your warm leads. This will help them feel more engaged and invested in the process.
One advantage of offering demos is that they help manage the risk of overwhelming your warm leads with too much information. In today's buying environment, prospects are often bombarded with information and may suffer from information overload. By providing a guided demo experience, you can control the flow of information and ensure that your warm leads receive the most important details without feeling overwhelmed.
Using demos as part of your nurturing strategy shows your warm leads that you are committed to providing value and helping them make an informed decision.
Creating relevant and valuable content is a key aspect of nurturing warm leads. While sales calls and demos are important, engaging your leads with educational and informative content helps to keep them warm and interested in your offering. Content can take various forms, including webinars, case studies, how-to guides, and more.
To create content that resonates with your warm leads, it's essential to understand your target audience and their specific needs. Conduct thorough research to identify their pain points, goals, and challenges. This will enable you to develop content that directly addresses their concerns and provides valuable solutions.
When creating content, focus on providing value rather than making sales pitches. Position yourself as a trusted resource and thought leader in your industry. By offering educational content, you can help your warm leads navigate their buying journey and gain valuable insights. This approach keeps them engaged with your brand, even if they are not ready to make a purchase immediately.
Regularly share your content with your warm leads through email, social media, or personalized outreach. By continuously providing relevant and valuable information, you demonstrate your expertise and build trust. This increases the likelihood that your warm leads will turn into paying customers when the time is right.
Video content is an engaging and powerful tool for nurturing warm leads. According to a Hubspot survey, 36% of marketers believe that video content drives more engagement than other types of marketing. By incorporating personalized videos into your nurturing strategy, you can capture your warm leads' attention and make a lasting impression.
Personalized videos allow you to showcase your product or service in a creative and interactive way. They provide an opportunity to introduce yourself, demonstrate key features, and address your warm leads' specific pain points. By including their name, company, and relevant information in the video, you can create a personalized experience that resonates with your warm leads.
Platforms like Loom or Sendspark can help you easily create and send personalized videos via email. When recording a video, make sure to include the lead's LinkedIn profile or website on the shared screen. This creates a thumbnail that is customized to their specific information, increasing the likelihood that they will view the video and respond.
Utilizing personalized videos adds a human touch to your communication and helps to build a stronger connection with your warm leads.
While automation tools can be valuable for scaling your sales activities, adding a human touch to your tech stack is crucial for keeping your warm leads engaged. Automation should be used strategically, and manual outreach should be integrated to maintain a personal connection.
When utilizing marketing automation, set up processes that allow for timely follow-ups and personalized outreach. For example, automate the initial welcome email to new leads, but also ensure that you follow up with them quickly after they fill out a form or respond to a social media post. This combination of automation and manual outreach ensures that your warm leads receive consistent and personalized communication.
By combining the efficiency of automation with the personal touch of manual outreach, you can keep your warm leads engaged and prevent them from going cold.
A complex and lengthy sales process can increase the risk of losing warm leads. Time kills deals, so it's essential to streamline your sales process to make it easy and straightforward for your leads.
Simplify your communications by removing unnecessary fluff and setting clear next steps for your warm leads. This allows them to quickly access the information they need with minimal effort on their end. By minimizing friction and providing a seamless experience, you increase the chances of your warm leads staying engaged throughout the sales process.
Regularly review and refine your sales process to identify areas of improvement. Seek feedback from your warm leads to understand their experience and any pain points they encountered. Use this feedback to make adjustments and optimize your process for maximum efficiency.
By streamlining your sales process, you create a positive experience for your warm leads and increase the likelihood of conversion.
Nurturing warm leads is a critical step in the B2B sales cycle. By following these 10 expert tips, you can keep your leads engaged, build strong relationships, and increase your chances of conversion. From personalized email communication and phone calls to sharing relevant content and utilizing personalized videos, each tip contributes to maintaining engagement and trust with your warm leads.
Remember to adapt these strategies to your unique industry and target audience. Continuously monitor and analyze your results to identify what works best for your specific situation. With a thoughtful and strategic approach to nurturing warm leads, you can achieve higher conversion rates and drive business growth.
SMARTe is a sales intelligence provider that helps revenue teams generate and close revenue efficiently. With SMARTe, companies can find and target their ideal customers, track when their champions change their jobs, and capture the buying committee. Book a demo to know more.