10 Advanced Marketo Lead Nurturing Tactics For Revenue-focused B2B Marketers
November 15, 2022
Adobe Marketo Engage, commonly known as Marketo, is one of the most sought-after marketing automation solutions worldwide. It allows businesses to optimize their marketing campaigns by automating workflows and tasks. With Marketo, you can enhance your marketing team’s efficiency while driving digitization.
Lead management is one of the key features Marketo offers its users. It allows your sales and marketing teams to nurture your leads so that the conversion rates increase. From the moment you approach a prospect (or a prospect discovers you), the lead is tracked by the platform and nurtured with your marketing and sales reps’ help.
From scoring your leads to nurturing them throughout their journey in your sales pipeline, Marketo ensures that you get the traction you want. It helps you personalize your marketing communication for every prospect, encouraging them to go all the way and purchase your product/service.
However, lead nurturing is an art you should perform with precision. Once you have acquired a lead, the last thing you’d want is to lose it due to easily avoidable circumstances. Especially if you run a B2B venture, always ensure that your marketing and sales teams are trained to handle the leads carefully with the intention of willing the right opportunities.
Here are some of the most advanced and effective Marketo lead nurturing tactics for revenue-focused B2B marketers:
Create Targeted Content
Marketers often make the mistake of saving all personalization for B2C marketing. Never make such a mistake and create targeted content while approaching your business leads with Marketo. Once acquired, the marketing automation platform will give you enough information about the prospect. Use this information to tailor your communication to their needs.
As you approach your B2B prospects, always remember that a lot of marketers approach them on a daily basis. Your job as a B2B marketer is to stand out from the clutter and make your presence last longer.
Irrespective of the channel you are communicating through, personalize your content according to the purchase history, buying behavior, and other important details about the leads you nurture.
Do Not Stick To A Single Channel
Omnichannel marketing is here to stay, and marketers should adopt it as soon as possible. Earlier, B2B lead nurturing was limited to sending a single generic email to multiple prospects. However, times have changed, and Marketo helps you keep up with the same.
As you nurture your Marketo leads, ensure that you approach your prospects across multiple platforms, provided you have the right contact details. While email marketing is still relevant and important to convert your leads, going beyond it increases your lead conversion chances.
Get out of the email marketing shell and explore social media, web forms, SMS, and more channels.
Consider Multiple Touchpoints
Every prospect passes through multiple touchpoints from the moment they discover your business until they make a purchase. While managing your Marketo leads, always ensure that you consider all these touchpoints.
B2B leads often require personalized assistance at different touchpoints to successfully bring them to the finish line! Ensure that you are always there for your prospects and provide them with all the assistance they need. Keep track of the buyer's journey as they respond to your messages and engage with your business.
Conduct Timely Follow-ups
When it comes to effective lead nurturing, follow-ups never get old. B2B marketers often lose fruitful opportunities due to a lack of consistent follow-ups.
Once you acquire a high-scoring lead, follow it up to keep them aware of your efforts. Business prospects are likely to forget promotional messages if they are not reminded of them. However, do not get too pushy and irritating while conducting follow-ups, as it may backfire on your lead nurturing strategy.
Engage in timely and well-planned calls, emails, or chats to conduct healthy and effective follow-ups. Moreover, Marketo gives you information about the browsing history, searches, and site visits your prospects make in between your follow-ups. This makes each follow-up more personalized than the last!
Prepare A Buyer Persona
In 2022, you need to know exactly how your customer should look while creating your marketing campaigns. A buyer persona is the image of an ideal customer who would willingly buy your products or services.
As you nurture your B2B lead, consider this buyer persona while engaging with them. This technique comes in handy when you have little information about the prospect. If they have shown an active interest in engaging with your business, chances are that they fit into your buyer persona. Use the right persuasive messages to drive your B2B leads toward conversion.
Use Automated Lead Scoring Tools
Marketo helps you streamline lead scoring to enhance lead nurturing. The marketing automation platform tracks your prospects’ actions as soon as they land on your website. Based on pre-decided attributes, it analyzes these actions and assigns a numeric score to the leads.
Automated lead scoring lets your sales and marketing teams prioritize the leads as you nurture them. Naturally, high-priority leads should be nurtured before getting to the low-priority ones.
Align Your Marketing And Sales Strategies
You can no longer have your marketing and sales teams operate in isolation. It is important to align their strategies to nurture your leads effectively. In most cases, your marketing team acquires leads from various sources, scores them, and qualifies them. These marketing qualified leads (MQLs) are then transferred to the sales reps to convert into customers.
A seamless collaboration between your sales and marketing teams makes your lead management faster and more efficient. It gives you the right amount of traction and boosts your business revenue.
Focus On Content Marketing
Irrespective of the marketing channel(s) you use to nurture your leads, content is always king! Robust content marketing increases the persuasive power of your messages. As B2B are likely to come across multiple promotional messages, quirky and engaging content will make you stand out from the clutter.
Whether you create written content, share images, or create videos, ensure that your content catches the eye of your leads and persuades them to engage with your business.
Conduct Surveys
As unconventional as it may sound, conducting surveys and analyzing website user behavior data helps you enhance your lead-nurturing strategy. It shows how effectively you pre-qualify your leads and lead them further into their buying journeys.
Surveys help you ensure that you are neither too early nor too late in approaching your leads with personalized messages. They help you rectify the errors and strengthen your marketing campaigns mid-way.
Engage On Social Media
In 2022, it is safe to say that everyone is on social media. Most website portals and applications allow visitors to sign up using their social media credentials. If you have these credentials, never forget to engage with your B2B leads on social media platforms, especially professional networking platforms like LinkedIn. Healthy social media engagement helps you expand your network and open doors to new untapped opportunities.
The Final Word
These were ten of the most advanced Marketo lead nurturing tactics ideal for revenue-focused B2B marketers. Once acquired, pay individual attention to your leads and nurture them with precision. Effective lead management will boost your sales, improve your ROI, and help you build healthy business relations.
From scoring your leads to nurturing them throughout their journey in your sales pipeline, Marketo ensures that you get the traction you want. It helps you personalize your marketing communication for every prospect, encouraging them to go all the way and purchase your product/service.
However, lead nurturing is an art you should perform with precision. Once you have acquired a lead, the last thing you’d want is to lose it due to easily avoidable circumstances. Especially if you run a B2B venture, always ensure that your marketing and sales teams are trained to handle the leads carefully with the intention of willing the right opportunities.
Here are some of the most advanced and effective Marketo lead nurturing tactics for revenue-focused B2B marketers:
Create Targeted Content
Marketers often make the mistake of saving all personalization for B2C marketing. Never make such a mistake and create targeted content while approaching your business leads with Marketo. Once acquired, the marketing automation platform will give you enough information about the prospect. Use this information to tailor your communication to their needs.
As you approach your B2B prospects, always remember that a lot of marketers approach them on a daily basis. Your job as a B2B marketer is to stand out from the clutter and make your presence last longer.
Irrespective of the channel you are communicating through, personalize your content according to the purchase history, buying behavior, and other important details about the leads you nurture.
Do Not Stick To A Single Channel
Omnichannel marketing is here to stay, and marketers should adopt it as soon as possible. Earlier, B2B lead nurturing was limited to sending a single generic email to multiple prospects. However, times have changed, and Marketo helps you keep up with the same.
As you nurture your Marketo leads, ensure that you approach your prospects across multiple platforms, provided you have the right contact details. While email marketing is still relevant and important to convert your leads, going beyond it increases your lead conversion chances.
Get out of the email marketing shell and explore social media, web forms, SMS, and more channels.
Consider Multiple Touchpoints
Every prospect passes through multiple touchpoints from the moment they discover your business until they make a purchase. While managing your Marketo leads, always ensure that you consider all these touchpoints.
B2B leads often require personalized assistance at different touchpoints to successfully bring them to the finish line! Ensure that you are always there for your prospects and provide them with all the assistance they need. Keep track of the buyer's journey as they respond to your messages and engage with your business.
Conduct Timely Follow-ups
When it comes to effective lead nurturing, follow-ups never get old. B2B marketers often lose fruitful opportunities due to a lack of consistent follow-ups.
Once you acquire a high-scoring lead, follow it up to keep them aware of your efforts. Business prospects are likely to forget promotional messages if they are not reminded of them. However, do not get too pushy and irritating while conducting follow-ups, as it may backfire on your lead nurturing strategy.
Engage in timely and well-planned calls, emails, or chats to conduct healthy and effective follow-ups. Moreover, Marketo gives you information about the browsing history, searches, and site visits your prospects make in between your follow-ups. This makes each follow-up more personalized than the last!
Prepare A Buyer Persona
In 2022, you need to know exactly how your customer should look while creating your marketing campaigns. A buyer persona is the image of an ideal customer who would willingly buy your products or services.
As you nurture your B2B lead, consider this buyer persona while engaging with them. This technique comes in handy when you have little information about the prospect. If they have shown an active interest in engaging with your business, chances are that they fit into your buyer persona. Use the right persuasive messages to drive your B2B leads toward conversion.
Use Automated Lead Scoring Tools
Marketo helps you streamline lead scoring to enhance lead nurturing. The marketing automation platform tracks your prospects’ actions as soon as they land on your website. Based on pre-decided attributes, it analyzes these actions and assigns a numeric score to the leads.
Automated lead scoring lets your sales and marketing teams prioritize the leads as you nurture them. Naturally, high-priority leads should be nurtured before getting to the low-priority ones.
Align Your Marketing And Sales Strategies
You can no longer have your marketing and sales teams operate in isolation. It is important to align their strategies to nurture your leads effectively. In most cases, your marketing team acquires leads from various sources, scores them, and qualifies them. These marketing qualified leads (MQLs) are then transferred to the sales reps to convert into customers.
A seamless collaboration between your sales and marketing teams makes your lead management faster and more efficient. It gives you the right amount of traction and boosts your business revenue.
Focus On Content Marketing
Irrespective of the marketing channel(s) you use to nurture your leads, content is always king! Robust content marketing increases the persuasive power of your messages. As B2B are likely to come across multiple promotional messages, quirky and engaging content will make you stand out from the clutter.
Whether you create written content, share images, or create videos, ensure that your content catches the eye of your leads and persuades them to engage with your business.
Conduct Surveys
As unconventional as it may sound, conducting surveys and analyzing website user behavior data helps you enhance your lead-nurturing strategy. It shows how effectively you pre-qualify your leads and lead them further into their buying journeys.
Surveys help you ensure that you are neither too early nor too late in approaching your leads with personalized messages. They help you rectify the errors and strengthen your marketing campaigns mid-way.
Engage On Social Media
In 2022, it is safe to say that everyone is on social media. Most website portals and applications allow visitors to sign up using their social media credentials. If you have these credentials, never forget to engage with your B2B leads on social media platforms, especially professional networking platforms like LinkedIn. Healthy social media engagement helps you expand your network and open doors to new untapped opportunities.
The Final Word
These were ten of the most advanced Marketo lead nurturing tactics ideal for revenue-focused B2B marketers. Once acquired, pay individual attention to your leads and nurture them with precision. Effective lead management will boost your sales, improve your ROI, and help you build healthy business relations.
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