B2B lead nurturing content image

Blogging … social media … webinars …

According to MarketingProfs, 71% of B2B marketers now use content marketing tactics such as these to generate leads. In fact, many recent studies have shown that the tide is turning. B2B marketers are moving away from “me-focused” marketing to attract new leads with helpful content.

However, what often happens after leads opt in for more content?

They get bombarded with sales messages.

Why put so much effort into developing great content that generates leads just to “nurture” them with sales pitches? 

When it comes to getting ROI from your content, you must use it to engage leads throughout the entire sales cycle. Each piece of your B2B lead nurturing content should help build a relationship. That way, when leads are ready to buy, they will want to work with you.

Here are three ways you can create lead nurture content that helps you win more customers:

1. Send leads content that aligns with their stage in the buying cycle.

In the 2014 B2B Buyer Behavior Survey, 61% of respondents said they selected vendors who delivered a better mix of content that was appropriate for each stage of their purchasing process. This means you can produce tons of content – even great content – but if it’s not relevant to your target audience, you’ll waste your time and resources.

If you want to create relevant content, you may need to learn more about your buyers. What types of content do they consume during each phase of the buying cycle? What channels do they use to view content? The better you know your buyers, the better your chances of engaging them throughout the entire sales cycle.

2. Showcase great B2B lead nurturing content in your emails. 

B2B marketers often get new leads in their system and immediately email them product info. However, many of these leads aren’t ready to learn about a product or speak with a sales representative.

Build relationships with leads by sending them educational content. They might want to register for a webinar, download an ebook or read a case study. As these leads move deeper into your sales cycle, they will eventually need data sheets, demos and other sales-focused content.

3. Provide your sales team with the content they need to turn leads into customers.

Your sales representatives speak with leads on a daily basis and can tell you exactly what types of content will help drive sales. For example:

    • Are you lacking case studies for a specific product, vertical or use case? Find out what case studies your leads want to see and create as many as possible.
    • What questions are leads asking your sales team? Create blog posts, ebooks or white papers that answer these questions.
    • Are your leads asking for training on a specific topic? A new webinar might be in order.

When you arm sales with useful content, they will have an easier time converting leads into customers.

Would you like to learn more about creating content that turns leads into customers?

Download The B2B Call to Action Cheat Sheet to discover how to create calls to action that align with every stage of the B2B sales cycle.