Profiling B2B customers is essential for lead nurturing  

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 17, 2019, 7:51 AM UTC

Lead nurturing emails have 4 to 10 times higher response rate than conventional email blasts.

As contact details of most executives are not public, profiling customers to identify decision-makers and targeted content marketing to the right buyer at the right time should be an important component of a B2B lead generation strategy. The customer’s immediate and long-term needs should also be considered to inform contextual content marketing.

This article contends that personalised tactics like drip and triggered emails perform better than generalised email blasts. Drip emails are time-based marketing campaigns which help marketers target customers based on their demography and purchasing behaviour while triggered emails can be targeted for conversion-focussed campaigns.

The author also highlights gamification, an online marketing strategy based on a fun and motivational activity created for customer engagement. For instance the Victoria’s Secret “Scavenger Hunt” on their website resulted in better engagement among customers.

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[7 minute read]