Jerry Bowers's Site

Business to business marketing is about driving the right traffic to a site and engaging each visitor with the content that they expect to find. Once that's accomplished and the visitor has raised their hand by some form of an opt in, the real marketing starts. This is the point where your plan needs to kick in and to start courting the prospect. The earliest concept that you should never forget is that B2B prospects are humans as well. Therefore, they will have very similar emotional triggers to that of the regular consumer. By understanding and acknowledging this rule, it will help you to nurture your leads in the correct manner. This leads to the another rule, which is to continuously try to figure out at what section your prospects are in the sales funnel. The only way in which you can achieve this is by carefully analyzing your mailing lists. Nowadays, it is possible to find powerful mailing management software that will be able to help you understand more about your prospects. For example, you will be able to find out how many times your prospects have visited a particular page on your website through your leads, and how many of them have decided to simply ignore your e-mail. All of this information can be very powerful when used correctly in b2b marketing.

Another way in which you can show your prospects that you are trying to listen to them is by asking them directly what it is they need from you. This can be done in the form of a survey, or you can even ask them just before they sign up, thus understanding exactly where they should be in your overall list cycle. Remember that most of what you will learn in terms of nurturing is what true marketers have been taught from the very first day they entered into the world of B2B marketing, which is to put the customer first. Regardless of whether they are customers or prospects, listen to them continuously. This also means supporting your customers even after the purchase has been made.