How to warm up your audience and improve conversion rates
Ian Robson
Engaging niche B2B audiences with award-winning Content Marketing and Paid Media Services
One of the biggest challenges for marketers is nurturing potential leads through the sales funnel and keeping them ‘warm’. This requires ongoing communication and engagement, which can be time-consuming and resource-intensive.
A prospect might be interested in what you’ve got to say or sell, but it might not be the right time in their buying cycle. They just aren't just ready. Or they are yet to be convinced.
At That Media Thing, we recommend our clients use an?‘always on’, multi-touch Demand Gen Funnel. Using this approach, prospects see four or five specific promotional narratives of interest to them before they are served a lead asset. So, by the time they see that lead asset, they are warmed up and want to have a conversation.?
“That Media Thing's ability to position VIA at the heart of business community conversations, tackling topical talking points with authority and expert storytelling, increased global engagement with our target audience.”
Richard Brown - Vice-President of International Marketing, Via Technologies, Inc
If a prospect isn’t ready to buy, for whatever reason, we don’t just let them go. We put them into a?remarketing cycle, so that they're constantly being nurtured. By this point, we know what messaging they have responded to, what ads they have clicked on, and whether they are interested in certain product benefits or solutions.
This business intelligence is used to constantly inform, evolve, and optimise the Demand Gen Funnel. But we also share the data with our clients, which they can then use in their own sales processes.