Digital marketing has become one of the pillars for the development of a business. In the field of commercial prospecting , the inbound marketing strategy is among the methods adopted by many B2B and B2C companies in order to find customers and conclude sales with them.

In the majority of cases, a very small percentage of your inbound prospects are likely to reach an immediate purchase, while around 90% of these prospects will have to go through a maturation phase.

This is where the lead nurturing strategy comes in . 50% more sales are made by companies that perfectly master the art of lead nurturing. What's more, the strategy is carried out at a significantly lower cost, up to 33% reduction. However, to implement it, insightful techniques must be implemented during your lead nurturing campaign.

Prioritize targeted content

Companies are continually concocting the right methods to maximize sales opportunities. A lead nurturing technique will not be effective if your content is all uniform. On the contrary, you must vary and adapt your content according to the target prospects.

Targeted content improves the lead nurturing phase and increases the likelihood of sales by 20%. Your inbound marketing strategy will be significantly more effective and efficient. According to studies, sending targeted content is one of the biggest challenges for 33% of B2B companies when executing their lead nurturing campaigns.

When you have defined your typical persona using various prospect behaviors and according to your criteria, you can use a marketing automation to have access to a large database. This will allow you to better identify, target and segment your typical profiles.

Personalize emails

Email marketing automation , or executed by the company's salespeople, remains the most popular and most used of all B2B and B2C sales prospecting techniques. If you're in the habit of sending mass emails, it's time to change that. Research has shown that the best results are obtained from personalized emails. These allow you to increase your profits by 6 times.

To optimally carry out email marketing, you must combine these different elements, including:

• Personalizing your emails according to the behavior of your prospects;
• The content must be explicit and offer the right marketing message;
• Emails must correspond to the appropriate targets;
• Shipments must be executed at the most opportune time.

Also, emails will be sent to your targets when they click on the email link, they have visited one or more of your web pages, they have high engagement or a more pronounced interest in your brand.

Opt for multichannel

Previously, we just sent emails to prospects. However, the email opening rate did not seem significant. In fact, only 20% of emails are opened by the list of prospects who receive them, and 79% of these leads will not be converted either.

Thus, to deal with this situation, the search for an innovative technique has been the main concerns of many marketers. The multichannel lead nurturing strategy then emerged. From then on, the combination of several broadcast media was adopted by most of them.

Thus, for greater efficiency, companies use CRMs , use B2B or B2C emailing campaigns, exploit social networks, dispense with paid retargeting, etc. In other words, one of the keys to the success of your lead nurturing strategy is to rely on know-how by combining all the distribution channels that exist to reach more prospects.

Multiply points of contact

When a lead becomes a confirmed customer, they have gone through at least ten touchpoints after entering the highest point of your inbound marketing funnel. Thus, creating more points of contact tends to make your lead nurturing strategy optimal.

The goal is to offer prospects progression, dynamism and an evolution of their purchasing cycle. These points of contact can be created at the level of different digital media such as blog articles, white papers, SMS, social networks, etc.

Establish timely follow-up

After having implemented your lead nurturing strategy, you now need to highlight the follow-up process. For a prospect to take the plunge and become a customer, the chance increases 21 times if you start following them, just 5 minutes after their conversion on your company's website.

On the one hand, when you automate your campaign, you get a large marketing database. On the other hand, follow-up emails and calls are an effective way for more qualified sales opportunities.

The lead nurturing strategy undoubtedly allows a maximum maturation rate for your inbound marketing campaign. You just need to adopt the best approaches for your strategy and use the right supports as well as the right content. Also, don't forget to consider the time factor, because when you approach your prospects at the appropriate time, you will have more chance of increasing your sales opportunities.