Lead nurturing

Our consultants will help you create your persona and map out the customer journey. Based on the persona and customer journey, nurture the sales leads will be more effective and efficient. You can interact with the leads in personalized way according to their properties, their scores, their persona, and their customer journey stage. All of this will play a role in closing a deal in shorter time.

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Problems faced by the sales team of To B enterprise

Incomplete and inefficient lead acquisition

Unable to identify high quality leads

Single channel and unstable source

Lack of effective management of leads

Parllay+HubSpot help you nurture your leads

Identify the Goal of Your Lead Nurturing Campaign

A good foundation for your B2B lead nurturing campaign is more than just the content you’ll have in place. What would the purpose of that content be if you had no goal in mind? Thus, when creating a B2B lead nurturing campaign, know your goal beforehand, and ensure that your content targets the right audience’s problems with the right solutions. Otherwise, your sales process won’t guide your audience through the buyer’s journey — say “sayonara” to strong conversion rates.

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Identify the Audience You Want to Nurture

Before you can craft any campaign, you must first know your target audience. This starts by developing your buyer personas. Buyer personas reflect your target audience.A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.Once developed, you want to add your personas to your HubSpot account as a contact property and begin assigning created buyer personas to contacts within your HubSpot account.

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Understand Each Stage of Your Buyer's Journey

If you’re looking to nurture your target audience with workflows, you must look at every stage of the buyer’s journey. The buyer’s journey is the active research process someone goes through leading up to a purchase. It’s a fundamental part of an inbound strategy because it’s a framework you can use to understand your buyer’s needs and provide the information they need to reach their goals.

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Create and Promote Educational Content

After you have a good understanding of the buyer’s journey, here comes the fun part: creating content for each stage. Awareness stage content acts as a foundation for website visitors to become leads. At this stage, you want to offer educational content that helps your buyer identify what their problem or goal is and whether or not it’s a priority. At Consideration stage in their journey, your lead has identified their problem or goal and has decided to take action on it. They’re now ready to evaluate possible solutions, and you’re just the one to help them do that with premium educational assets. Decision stage content is like the cheering fan at the finish line in a foot-race of guiding potential customers through the buyer’s journey and your sales process. It’s that last little bit of encouragement. It’s that last little bit of comfort knowing that they’re being cheered for.

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Set Up a B2B Campaign Using Email Lead Nurturing Workflows

To make sure your B2B lead nurturing email campaign engages with your target audience(s) at every stage of the buyer’s journey and your sales process, you must engage or re-engage them with appropriate workflows. That’s why a lead nurturing campaign is never optimal with just one workflow type.

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Test and Adjust Your Lead Nurturing Strategy

The goal of your sales process is to convert as much of your target audience as possible, helping them move through their buyer’s journey. To do that, you need your process to be as efficient as possible.Testing and adjusting your lead nurturing workflow strategy is a huge benefactor for optimizing success, and if you perform this on an ongoing basis, you’ll know:

When it’s the right time to target your audience at every stage of your sales process.
What workflows and strategies to use for your overall B2B marketing campaign.
What content, assets, outreach, promotions, etc. works well or what doesn’t, thus what needs to be kept, scrapped, or improved upon.

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"Our Agency Partner Parllay has done an incredible job in capturing the market’s need by developing an integration that will help our HubSpot clients to leverage their WeChat user’s information to drive higher conversion rates for their businesses."
CHIARA GAVIRAGHI
CHANNEL CONSULTANT OF HUBSPOT

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