Step 6: Nurturing and Content Marketing
The purpose for starting this process was to find new potential customers for your business. After going through a careful target group design, potential mapping, marketing concept planning, data segmentation and activating the top 20% leads – you should now focus on a long-lasting lead nurturing and content marketing activity.
From the prospect mapping you have gathered information about companies potential and decision makers willingness to talk with you. Now, take the second group from the Step 4: Data Segmentation (these are the prospects that are not investing in the near future) and serve them with great content. They will most likely be your customers sooner or later.
And what is great content? I was wisely taught in DIT Drama Class in Dublin, Ireland (1998)- “you are not writing about the subject, but around it. If you want to talk about an apple – describe its form and color, but don’t mention it.” In other words, don’t put your companies products and services in the middle. Talk about your customers and their challenges. As Michael Brenner put it strogly in his post The Content Marketing Echo Chamber “Stop talking about your self”.
Fill your promise and start a dialog with the decision makers, that have indicated their interest. Put your content marketing plan in action and nurture your prospects with appropriate content according their stage in the buying process. Serve them with a sales call when they are ready. Then, continue to feed your lead base and start a new prospect mapping process on a new region or industry.
I hope this post was helpful for you. I am happy to get feedback from all B2B Sales and Marketing professionals. Tell me your way – how do you find the potential from the market and generate sales?