Latest from the Intellegentia Blog

Lead nurturing is a critical aspect of any B2B marketer’s job – it is essential for building relationships with your prospects and moving them along the sales funnel.

Also known as marketing automation, it is the process that allows you to send a series of automated emails with relevant content to an early-stage lead in order to pre-qualify them before handing them to sales.

By keeping your leads engaged with your brand and showing them through valued content that you understand their specific needs, you build their trust in you and move them further down the buying cycle.

Today’s marketing buzzword: ‘Digital Body Language’
Definition: ‘Reading your prospect’s web-based behavioural signals.'

Digital Body Language can tell B2B salespeople and B2B marketers a lot about how interested your prospect is in your business and what you are offering them.

Let’s take a look at the 4 R’s you may wish to consider when quantifying your B2B buyer's interest level:

Unlike B2B buyers, B2C buyers are deemed to be impulsive. There is nothing impulsive about the way my sister buys clothes, so maybe there are some lessons we can learn from consumers (we are all consumers anyway) that works for B2B marketing and lead nurturing.

So here’s the set-up. In one hour you get three different customers come into your shop. The first customer browses. They pick a few things up but put them back down. Without speaking to you they leave empty handed. A few minutes later a second customer comes in. They start browsing but they stay for a little longer. Eventually they come over to you at the till and ask about a specific item. You’re sorry, you say, you did have some in stock but you don’t right now. Oh well, they shrug, maybe next time. With that, they leave. The third customer comes in. They also have a nose around. They pick up an item, take it straight to the till and buy it from you.

Each encounter is valuable, each customer has entered the shop and each of them is at a different stage of their buying process.