If there’s one thing, I’ve learnt in 20+ years of working within professional services marketing, it’s that relationships are everything. No matter what stage of the buyer journey you are focusing on, building trust and adding value is everything. And that’s why your nurture programmes are so important.
I read some research recently from 6Sense that said:
- The average buying cycle in B2B is 10 months.
- In 81% of cases, the buyer has chosen a preferred vendor before talking to sellers.
- The average buying group is 10 people.
- The average buying group member has 16 interactions with each vendor they evaluate.
Of course there will be variances depending on what your offering is, but those numbers make sense. And that’s why in this world of professional services we continue to bang the drum about the importance of nurturing your key prospects, rather than necessarily putting all your efforts into chasing quick wins.
Easier said than done? Not really.
Cast your net only as wide as you need to. How many clients do you really need to win this year to hit your revenue numbers? Develop your target list accordingly. In reality do you really need to be going after more than a couple of hundred target organisations?
Segment Your target organisation by need. Tailor your communications. Different targets will have different needs. Understand their pain points and offer tailored insights that make them feel understood.
Build a target stakeholder map. If the average buyer group has 10 people, have you identified as many of those likely individuals as you can?
Create a content funnel and calendar that adds value. Build a schedule that delivers relevant, consistent, high-quality content to your target organisations and stakeholders. Regular touchpoints, which add value, are key to staying top of mind, especially during longer decision-making periods.
Use personalisation to foster connection. We all appreciate a personal touch. Use data to personalise your outreach: send relevant content based on past interactions or follow up after key activities with targeted personal comms. Show that you understand their journey.
Be patient. Don’t fall into the trap of expecting immediate conversions. The nurturing process is about patience and persistence. Some clients take months – or even years – to convert, but if you’ve built trust, they’ll come to you when they’re ready. Back yourselves.
Measure engagement, not just conversions. Of course, revenue is the ultimate KPI, but track engagement with your marketing activity. Their interactions will identify intent and allow you to keep your leads warm, helping you stay on top of their radar until they’re ready to act.
A strong nurture programme focuses on building long-term relationships. Build trust, provide value, and you’ll create a sustainable pipeline of opportunities. But don’t cut corners. It rarely works.