October 19, 2015

3 Reasons Your Lead Nurturing Needs to Be Personalized

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The following guest post was written by Rachel Martinez, a communications and marketing specialist at ZoomInfo.

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Have you lost touch with your contacts? It happens more often than you’d think, even with a lead nurturing strategy in place.  

Some people are simply not interested; others could be convinced with timely and relevant content. In other words, you need to personalize your lead nurturing. Your messaging needs to be as effective as possible to keep your leads converting into clients. Let’s explore the ways personalization can improve your lead nurturing.

1. Personalization increases engagement. 

Did you know that personalized emails improve click-through rates (CTRs) by 14 percent and conversion rates by 10 percent?

When you send targeted campaigns, leads are more likely to open and engage with your content. Consumers don’t want irrelevant marketing emails. When people receive irrelevant messages, their response is often one of the following:

  • Ignoring it and moving on
  • Deleting it from their inbox
  • Opting out of future emails
  • Marking the message as spam

Avoid this issue by creating buyer persona profiles and segmenting your database. These detailed profiles help improve your lead nurturing, since they’re based on demographic and firmographic characteristics of your best buyers. With this information, you can gain insight into your leads’ pain points and create content they’ll want to click on.

2. Personalization establishes trust. 

It should come as no surprise that people are more likely to purchase from a company they trust. And unfortunately, you can’t build trust overnight.

But don’t fret — the right piece of content can spark someone’s attention. Whether you send a whitepaper, data sheet, infographic, video, or case study, you’ll have the chance to provide value and showcase your position as an industry thought leader.

So, go ahead and wait. If your leads aren’t ready to make a purchase yet, you’ll be at the top of their minds when the timing is right.

3. Personalization moves leads through the funnel. 

Successful lead nurturing drives revenue and helps you connect with contacts who might otherwise have gone cold. In fact, according to Demand Gen Report, leads who are nurtured with targeted content produce a 20 percent increase in sales opportunities.

To add to that, you’ll set your sale team up for success. Instead of giving snooze-worthy pitches, they can use your nurture campaigns to start better conversations. Think about it this way: if someone downloads content, it’s a good sign they’re interested in the topic and would like to learn more.

Are you ready to improve your lead nurturing?

To get started with personalization, the first thing you need to do is build strong buyer persona profiles. Check out Zoominfo’s buyer persona worksheet to help you identify your best buyers and start improving your lead marketing campaigns today.

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