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Creating Lead Nurturing Content: 3 Tips for Conversion Success

By: Sagefrog

It is no surprise that 71% of B2B marketers now use content marketing tactics such as blogging, social media and webinars to help generate new leads. However, once a lead decides to opt-in for more information, they are often bombarded with sales messaging that they are not ready to digest. Stop wasting your opportunity – especially if you spent time and resources on developing great content!

The buying process has changed and because of the abundance of information readily available, most buyers have already made up their minds once they reach out to a sales team. Be apart of their discovery process! Engage leads throughout the entire sales cycle with B2B lead nurturing content that cultivates a relationship between your company and them. This way, once they are ready to buy, they are more likely to choose your company.

Below are three ways to create lead nurturing content that will help you convert those leads into your top customers.

  1. Create and send content that aligns with their stage in the buying cycle – 61% of respondents in the 2014 B2B Buyer Behavioral Survey said that they select vendors who deliver a better mix of content appropriate for each stage of the purchasing process. This also gives you a chance to learn more about your buyers. Questions to consider are what types of content do they consume during each phase of the buying cycle and what channels do they use to view content?
  2. Showcase your great B2B lead nurturing content in your emails – cultivate relationships with leads by sending them educational content instead of just product/services information. Create eBooks, case studies and even host a webinar as these items will prove your value. Then, as a prospect moves deeper into the sales funnel, you can start to introduce them to datasheets, demos and sales-focused content.
  3. Give your sales team the content they need to convert leads – Your sales reps talk to leads daily. Ask them what type of content would be helpful. Some questions to ask include:
    • Are you lacking case studies for specific products, vertical or use case?
    • What are the questions that leads asking?
    • Would leads be interested in training on a specific topic?

If you arm your sales team with the right content, they will have more success nurturing leads and successfully converting them into customers.

For content marketing and all other full-service integrated marketing, please contact Sagefrog Marketing Group.