Tag Archive for: Revenue Generation

Lead Liaison

How to Create a Touchless Scavenger Hunt for your Trade Show

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How to Create a Touchless Scavenger Hunt for your Trade Show

If you’re looking to gamify your trade show with a scavenger hunt, you’ve come to the right place.

It’s easy to build a touchless scavenger hunt that operates in a live and virtual environment. In this article we cover why touchless is important and how to truly implement touchless, what you need for your scavenger hunt, and why you should consider a scavenger hunt for your next event.  

How to Implement a Touchless Experience

Bring Your Own Device (also known as BYOD): Attendees can use their existing mobile devices for the experience, whether they’re at the live event or participating virtually. Attendees don’t have to download an app either. They can use the built-in, native features included with most modern smartphones to scan QR codes to collect prizes/points. 

QR Codes: QR codes keep the experience completely digital. QR codes (what Lead liaison calls Waypoints) can be positioned in stands or stuck to equipment anywhere in your booth, or displayed on a computer screen for virtual attendees. 

Digital Leaderboards: A digital leaderboard keeps track of collected points to tally winners. Digital leaderboards can be displayed on a large screen at your event or accessible in your virtual platform. 

By allowing attendees to use their own devices, deploying QR codes, and leveraging digital leaderboards organizers can create a truly touchless scavenger hunt experience. 

7 Things you Need for your Scavenger Hunt

To pull off an amazing contactless scavenger hunt experience you’ll need to prepare the following artifacts and strategies:

  1. Directions: Think about how you’ll lead attendees to different clues and/or what clues you’ll give them. Engage exhibitors to understand what item/object they’ll want to draw the attendee too to come up with clues. Since we’re aiming for a touchless experience, post your directions to the scavenger hunt on a landing page for your event and consider distributing it via email to attendees. You can also create a PDF with instructions and use a QR code to access the PDF. Lead liaison provides a pre-event marketing platform if you need assistance.

  2. Exhibitor Buy-In: Depending on your setup, you might need participation from exhibitors. Your exhibitors might offer a treasure, prize, or artifact for visiting their booth. Keep in mind though, you don’t always need a booth as one of the stops on the scavenger hunt. You can use different areas of your event (live or virtual) that might need more traffic or eyeballs. When working with exhibitors, understand what they want to offer to ensure consistency with your clues. Since the scavenger hunt will drive traffic to each stop, consider monetization opportunities with your exhibitors. In summary, make sure you’ve got your exhibitors lined up and in support of your program.

  3. Rewards / Prizes: Consider what, if any, prizes you want to offer attendees at each stop or for your scavenger hunt winners. Exhibitors could also offer prizes at each stop on the attendees journey. Depending on how you configure your winners, you can also provide prizes to winners once they complete the scavenger hunt. Consider offering digital prizes, such as digital gift cards to keep the experience touchless and to appease virtual attendees. Digital gift cards will give you a homogenous experience across live and virtual. Also consider offering a digital gift card cash value, where winners can spend their cash at 100s of different locations, ranging from Starbucks, Foot Locker, AirBnB, lululemon, and many more coveted brands.

  4. Waypoints: Each “waypoint” is a stop in the scavenger hunt journey. The waypoints are displayed via QR codes. Think about where you want to place each Waypoint. Waypoints could be used at exhibitor booths, anywhere in your virtual environment, at the registration desk, lobbies, cafeterias, social events, on a human beings shirt, and more. Each Waypoint can be assigned a different number of points. Waypoints that are harder to find might be worth more value to the attendee. Once a Waypoint is scanned it instantly reveals points, an optional game to deepen the experience, or a smart form to collect custom data. Data collected might be of value to your exhibitor, and another upsell opportunity for you.

  5. Global Leaderboard: Consider where and how you’ll display winners, if at all. Leaderboards should be customizable to position a sponsor (a monetization opportunity) or include branding to match your look/feel and message. Leaderboards are accessed via a web browser link. They can be displayed on the big screen at your event or iFramed into your virtual environment. Leaderboards refresh in near real-time to provide instant gratification. Some advanced leaderboards have the ability to trigger certain actions when leaders surpass point thresholds, so give some thought into how you want to handle that.

  6. Winner Strategy: Well, you’ve got options! With a customizable scavenger hunt platform you’re able to announce winners in multiple ways. For example, you could announce winners at the end of each day (or for the first X days), which would encourage attendees to complete the scavenger hunt quickly. You could also announce winners at the end of your event, or give the top X winners on the leaderboard a reward. Instead of having an equal amount of points for each stop, consider varying your point system. Harder to find items might be worth more value, whereas easier to find items might be worth less.

  7. Monetization Strategy: Your scavenger hunt could be a revenue line item driver for your event, resulting in increased profit. Exhibitors will find value in being a stop on the scavenger hunt. They might want to invest as well.


    Here are a few ways you can monetize the scavenger hunt:

  • Exhibitor fee for participation
  • Additional exhibitor fee for a gamification experience that retains the attendee at the booth for a longer period of time
  • Sponsorship opportunities within games that play behind each Waypoint
  • Sponsorship opportunities on the global leaderboard
  • Sponsorship opportunities as the “host” of the scavenger hunt
  • Sponsor-endorsed or provided prizes with their branding
  • Custom branded Waypoints with sponsor logos 

Why Use a Scavenger Hunt

If you’re contemplating the use of a scavenger hunt at your event, consider the benefits of having one. Here’s a summary of the 12 reasons why it’s great to host a scavenger hunt:

  1. Used in Hybrid Environments: Modern day scavenger hunts are built to work in a hybrid world, with both live events and virtual events. 

  2. Networking: Scavenger hunts can be a great ice breaker for exhibitors. It helps connect people with one another. Consider adding a Waypoint to a human! A key person or host at your event to foster more interaction.

  3. Passive Experience: When attendees arrive exhibitors aren’t necessarily interrupted, but they have an option to engage with the steady flow of attendees visiting each Waypoint. This non-intrusive way allows attendees to further engage with an exhibitor’s services where they see fit, and exhibitors to engage with attendees as time permits.
      
  4. Brand Promotion: Whether you’re promoting your event, sponsors, or exhibitors there are plenty of ways to do so across each Waypoint, stop in the scavenger hunt, leaderboards, games, and more.

  5. Taps into Innate Desire to Win: People love to win. People love to compete. It’s in our nature. They also love to get rewards and prizes. All of the innate concepts are presented with a well orchestrated scavenger hunt.

  6. Nothing to Download: With a touchless scavenger hunt there’s nothing to download or come in contact with. Attendees use their own devices to access Waypoints and clues/instructions. This reduces complexity which fosters adoption and ease of use at your event. Your goal is to maximize participants.

  7. Attendees Spend More Time: You’re setting up your event to provide value to exhibitors, attendees, and sponsors. With a scavenger hunt, participants spend more time on the show floor or in your virtual environment searching for artifacts. That means more time spent and invested with event constituents.

  8. Monetization Opportunity: This ones pretty simple, you can make more money!

  9. Deepen Education: Each Waypoint can have a tailored experience behind it. The experience could be entertaining, simple, or educational. Educational opportunities include trivia, a version of Jeopardy, a swiping game, and much more. Educational experiences help reinforce messaging and give exhibitors additional opportunities to increase brand awareness while transferring knowledge.

  10. Collect Data that Matters: After attendees scan a Waypoint QR code, they might be prompted to enter a brief amount of information into a form, such as name and email, to register their points. Alternatively, exhibitors could leverage smart forms to collect meaningful data that’s important to their business. That data could easily flow into their CRM or marketing automation system and be used for targeted marketing and sales.

  11. Normalize Traffic: Instead of developing clusters of people at your event (not a great idea on the heels of a pandemic), your scavenger hunt can be used to spread out foot traffic (or online traffic). Place Waypoints around the event like honeypots to attract attendees to less common areas and better normalize traffic.
     
  12. Increase Awareness: Having a unique experience at your event will give you something to market, thereby increasing awareness while delivering a better experience. Your attendees will have fun and love the competitive aspect of your event. 

How to Put your Scavenger Hunt Together

You can certainly try to piecemeal your scavenger hunt together; however, for an all-in-one scavenger hunt with great customer support, let Lead liaison do it for you. Our packaged scavenger hunt has everything you need including Waypoints, customizable QR codes, a vast library of digital games, leaderboards, and digital rewards all packaged up and ready to go. Our out of the box solutions are highly customizable to adapt the scavenger hunt to your event and overall goals. 

Our award winning customer service team will help you deliver an incredible touchless scavenger hunt at your next event. Contact us for more information.

 

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Lead Liaison

6 Ways to Generate More Leads at Trade Shows

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6 Ways to Generate More Leads at Trade Shows

We’ve compiled 6 of the best ways to generate leads at trade shows based on our own experiences, our customers’ experiences, and feedback from the market. Here they are:

1: Equip Every Staff Member with Mobile Lead Capture

Exhibiting at a trade show, is when show organizers provide exhibitors with what’s commonly called “lead retrieval”. For the most part, the show appointed lead retrieval system will be very basic, lack customization, and not support integration with your sales and marketing system(s). Moreover, they usually charge per person. Costs can range anywhere from a few hundred dollars up to five hundred dollars per person. 

Restricting use per user limits your company’s ability to collect leads.

Instead, get a solution that allows you to put lead capture in every staff member’s hands. Industry leading solutions work online and offline (so you can collect leads anywhere on site or off site, or heck – in the basement) and capture leads in different ways. Popular mobile apps can scan business cards, badges, and manually collect leads through form fill. These solutions are commonly referred to as universal lead capture apps. Regardless of where you’re at, and who you are, you should be able to collect leads for your company and have them funneled into one centralized database and instantly sent into your CRM or marketing automation system. 

2: Stand Up a Kiosk Inside Your Booth

This self-service approach is a great way to not only advertise your services but complement mobile lead capture. There might be times where all your staff members are tied up in meaningful conversations with show attendees. A kiosk allows attendees to enter their information and/or scan their badge to fill out a kiosk form. The kiosk can be locked so attendees don’t get lost in the lead capture app or start messing with your tablet settings.

Another neat benefit of using a kiosk is advertising. Retailers commonly refer to this feature as an “attract loop”. It’s essentially a screen saver that can rotate through images and calls-to-action on your kiosk. When the attendee taps the screen, they’ll see the lead capture form to fill out, request literature or more information, and be on their way.

Instead of missing leads because nobody is there to help them, use a kiosk and maximize lead capture!

3: Host a Game

Instead of hauling large, expensive, physical activations to your event, use digital activations that you can run on a tablet. I know, you might be a bit perplexed by the word “activations”. It’s essentially a way to engage your audience. An example activation would be a Spin the Wheel game. Instead of bringing the physical wheel to the event, bring a tablet and customize your own wheel game. The concept of gamification will help draw in your audience. 

4: Hold a Competition

Innately, everyone loves to compete. It’s a quality we all inherited . The thirst for competition doesn’t curtail at trade shows. In fact, competition is usually heightened at live events as attendees typically travel with coworkers or friends. Who doesn’t like to compete with their friends or look awesome next to their fellow cohorts! 

Industry leading event gamification platforms also have prizes and leaderboards to help you build a competition. When your competition is solidified, market it with your pre-show efforts. This will help drive more leads to your booth. Also, gift card rewards and prizes provide a reason for your sales team to follow up – resulting in more touch points with your leads. Run your leaderboard live at your event by mounting a small TV in your booth. As attendees play your game, their scores will populate on the leaderboard. 

Want to take the competition to a new level? Have a team-based competition where teams are automatically formed around an attendee’s company. For example, every attendee that works at Microsoft would be on the “Microsoft” team. This will help your company capture more leads as participants will recruit their coworkers for you!

5: Create an Experience

Another way to generate more leads at trade shows is to hold an experience, such as a photo booth or treasure hunt. These interactive experiences help attendees have fun while collecting lead data. This puts your prospect in a better mood and primes them for a good conversation. The attendee also wins as they get a souvenir, can share their photos with friends and colleagues, and have a chance to win something – should you go that route. 

6: Touchless Lead Capture

Touchless lead capture technology was a neat innovation that came from the pandemic. With touchless, or contactless lead capture, companies can set up a custom branded QR code on display inside their booth. Attendees scan the QR code with their personal cell phone. Once scanned, a lead capture form opens up on the attendee’s device. They can fill in their information instead of touching anything, getting close to a staff member, or shaking hands.

Combine games and experiences with custom QR codes to deliver a unique touchless experience that drives lead capture!

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Lead Liaison

14 Ways Show Organizers Can Increase Attendee and Exhibitor Engagement at Live, Virtual, and Hybrid Events

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14 Ways Show Organizers Can Increase Attendee and Exhibitor Engagement at Live, Virtual, and Hybrid Events

We’ve been working with show organizers as they navigate changes in the events industry. We understand the challenges they face putting together live, virtual, and hybrid events. Many show organizers have different needs; however, when you search for the common thread across all organizers, we found engagement to be the number one need. The other need is creating additional revenue streams (see our other blog post titled “15 Ways Show Organizers Can Create New Revenue Streams at Live, Virtual, and Hybrid Events”). 

If you’re a show organizer reading this article, you’re in the right place! We decided to consolidate the top 14 ways show organizers can increase engagement with attendees and exhibitors. Here’s the list:

1. Digital treasure hunt

In the “olden days” show organizers would hand out physical, paper cards that attendees would bring with them as they searched for key items throughout the event. When they found an item, a staff member would use a rubber stamp to stamp the card. When the attendee filled in the entire card, they’d return the card to the front desk to claim their prize. Modern technology has eliminated the need for paper. Now, attendees use their mobile phone to scan QR codes, reducing reliance on resources required to staff the station and the use of raw materials. Attendees can traverse the event floor or virtually hosted environment to find the treasure hunt items. When found, the attendee scans the QR code on their phone, receives points, then proceeds to search for the next item until all items are discovered.

2. Exhibitor tour 

This concept is similar to the digital treasure hunt; however, exhibitors are the treasure. When we attended ExhibitorLive, our main event, it was interesting to see their “Tech Tours”. As an exhibitor, we paid $1,500 to be part of the tech tour. Exhibitors would pay a premium to be a stop on the tour. A QR code posted in their booth could have a uniquely branded message or look on the QR code, indicating the stop number on the tour. For example, there might be a total of 10 stops on the tour, one for each exhibitor, and the signage with QR code represents “Stop #2” on the tour.

3. Experience getaway

Waypoints (stylized QR codes) represent a way to get attendees to do what you want them to. This might include a visit to a specific location, downloading a brochure, a conversation with a particular representative, attending a presentation…just about anything you can imagine. Consider having pavilions or zones at your event. To get your attendee to visit all the pavilions/zones, use Waypoints!

4. Speaker polls

With all your educational sessions, keynote speakers, or anything similar consider having a poll / survey for your attendees. Speakers, or an assistant to the speaker, can control what questions are asked and when they are displayed. The audience can launch the questions via a QR code and view / answer the questions on their personal device. Data is collected on the backend to give show organizers a better understanding of what the audience thinks of whatever it is that is being presented.

5. Live photo booth

Show organizers can present a photo booth at live events running in a few modes. The photo booth can be launched on an attendee’s personal device from a branded QR code, or displayed in the lobby on a physical device. A customizable Gallery can be displayed on a computer screen or on the wall using a TV or projector.

6. Virtual photo booth

Similar to the live experience, a photo booth used on a virtual platform can work in combination with a live event (hybrid events). The photo booth can be embedded in a virtual event platform, such as Bizzabo, Swoogo, etc. or accessed via a customized QR code (for mobile). Using the attendee’s web browser or mobile device, their photo can be posted to a Gallery, which they can share with friends and team members.

7. Touchless attendee gamification using QR codes

In an environment where safety is a concern, games can be launched via customized QR codes spread out throughout the live or virtual event. Instead of hauling hardware with you, attendees can play games on their mobile device.

8. Educational opportunities

Trivia and Quetrix (spin off of “Jeopardy”), among other games, present great educational opportunities for show organizers. Attendees engage with these activations by being challenged with questions that can also deliver specific messages about your event.

9. Participation awards

Encourage attendee participation on initial attendance or at individual sessions. The more sessions an attendee joins, the more “points” they get, resulting in higher participation levels and a chance to be atop the leaderboard.

10. Digital prize drawings

The various types of attendee engagement that we’ve alluded to above can be scored using points. Points can be rolled up into a master leaderboard. Winners can be selected at the end of the day or at the end of the event. Winners can be rewarded with digital gift cards. I like to think about this like an online shopping spree. For example, if the first place winner (the attendee who was the most engaged) won $500, then they can spend the $500 across more than 150 brands such as Nike, Dunkin’, Airbnb and many more.

11. Fundraiser for charity

Many events enjoy raising money for charity… and why not? It’s all for a good cause! Attendees like to be part of these giving opportunities, and it often serves as a breath of fresh air outside of the pandemonia of the event.

12. Casino-based networking event

Use a suite of casino games, such as roulette, spin to win, three cups, blackjack, roll doubles, and more to create a unique experience that like-minded attendees can participate in. Create a leaderboard dedicated only to this experience to connect attendees to others with similar interests.

13. Hold team competitions

Break audiences into groups or use companies to automatically create teams. Companies and groups can compete against each other for a chance to be placed atop the leaderboard.

14. Clue

Use Waypoints with tips to create a game based on clues. Who killed who? With where, and what? Waypoints support the clues as each attendee scans the Waypoint and receives a clue for where they should look next.

If you’re a show organizer looking for ideas to increase engagement at your event, let us know! We’re happy to ideate with you to increase engagement at your next event. Contact us and schedule a meeting today!

Lead liaison is a multifunctional event platform that provides: Universal Lead Capture, User Customizable Gamification, Marketing Automation, CRM, Lead Management, Sales Enablement, Leader Boards, Point Rewards & e-Gift Cards, Waypoints for Sessions & Scavenger Hunts, Player Profiles, and more with over 3,000 integrations for all common CRM and Marketing Automation platforms.

To see how Lead liaison’s growing library of digital activations (games), universal lead capture, and reward-based solutions can help your company generate more leads at your trade shows, contact us today!

Lead Liaison

The Marketing Guru Covers: What are the benefits of social media marketing?

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social media marketing

Social media is everywhere. Many companies are leveraging their social media presence to build a more personal relationship with their audience. But, how effective is it – really? What are the benefits of social media marketing?

Become Recognizable & Relatable

Social media marketing allows you to increase your online presence. By increasing your brand recognition, you also gain more loyal customers. If they see your name over and over again, you become a part of their lives. You become more familiar to them. You also become more humanized.

What’s even more valuable, is that each customer interaction is an opportunity to show your level of customer service. It’s a public, 1:1 interaction that other people can see, and “like” (or dislike, so beware!). In an article posted by B2C about social media marketing, they reference a statistic originally reported by Forbes: 71% of consumers who receive a quick response on social media say they are more likely to recommend that brand to other people. And we all know that the most solid form of referrals is word-of-mouth.

Convert more leads/prospects by increasing inbound traffic

Inbound marketing is the best way to build up your list of prospects and convert leads. Every time you post something, you open yourself up to opportunities for prospects to click your link, interact with your website, and perhaps even fill out a form or put in their email address. Every post is a new opportunity for someone to be guided back to your website. With tools like Lead Liaison’s Marketing Automation platform, you can post to multiple social media accounts with the push of one button.

Save money

Compared to other marketing channels, social media posting is relatively inexpensive and time efficient. It’s trackable and measurable content, which adds to it’s value. It can be free, or you also have the option of using paid social media to give your content a significant boost. MCG Consulting Group lays it out like this, “boosting or sponsoring posts on a page with, let’s say, 20.000 likes, the average paid reach can be close to 40% (about 8,000 people) vs. the 2% organic reach, with an investment of $5 per post.  Even if you decide to boost every single post, posting on a frequency of 16 to 20 times per month with an average of likes of 500 to 800 per post, the reach could go up to 5,000,000 people who could have seen your posts during that specific period, with an investment equal or below $150.”

Learn more about our integration with social media!

 

Lead Liaison

Marketing Automation Leads to Revenue Generation

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Marketing Automation Revenue Generation“Revenue generation” describes the marketing-to-sales transition process that provides the most efficient and effective means of closing B2B sales. The use of marketing automation in your marketing and sales practices leads to revenue generation more quickly than traditional sales and marketing practices. Through the automated features that nurture leads and score their progress through the buying cycle, the hottest leads are moved to the front of the line for sales calls. This prioritization leads to faster revenue generation – a goal of every B2B sales team.

The primary reason marketing automation has taken off recently is specifically because it helps revenue generation practices for companies of all sizes. After all, B2B companies are in business to generate revenue, right?

Manage Leads

Marketing automation allows you to manage B2B leads gathered through digital channels such as email, social media, and web forms and through traditional channels such as trade shows, direct mail, and cold-calling. Once leads enter your database, they can be segmented and organized by region, channel, size, and other factors. These leads can then be assigned a score based on attributes (company size, revenues, etc.) and behavior (website visits, downloads, etc.). Once leads have been scored , your sales department will have a prioritized list of hot, warm, and cold leads. This increases sales productivity by automatically providing qualified, scored, nurtured, and prioritized selling opportunities.

Marketing-Qualified to Sales-Qualified

Marketing automation digitally advances leads from a status of being a marketing-qualified lead following a sufficient level of digital engagement with marketing assets to a sales-qualified lead, where the most active leads are ready for a sales contact. Sales agents generally appreciate being given quality leads. Through traditional processes up to 80% of leads are discarded, lost, or ignored, often because sales agents don’t trust the quality of the leads being distributed. Marketing automation can help limit the number of poor quality leads that the sales department receives by selecting only leads that pass a scoring threshold for lead distribution. Leads can be handed off to direct or indirect sales channels for action and closure.

Marketing automation streamlines the process of preparing leads for sales contact. Marketers can determine whether certain marketing campaigns have been effective at generating interest in your solutions. And leads can be distributed to the sales department according to lead scoring metrics that put the most likely buyers at the top of contact list.

Sales and Marketing Alignment

Sales and marketing departments often do not work closely at lead management and demand generation. Marketing automation supports sales and marketing alignment through integration with CRM software. This boosts the productivity from each department by providing a seamless, automated transition from marketing to sales. Marketing can determine if campaigns are driving the best leads from your digital assets and sales can determine if the leads received are of sufficient quality to be contacted quickly.

Sales agents have a clearly defined view of available sales opportunities as marketers generate demand through targeted messaging that can be automatically distributed at scheduled intervals. Marketers can have a clearer picture of which campaigns have provided quality leads based upon close rates.

Research has shown that marketing automation provides a more efficient transition from marketing to sales. This leads to better revenue generation practices. Is that what your company is looking for?

If you’d like to learn how our Lead Management Automation™ software can make your enterprise more effective at revenue generation contact Lead Liaison at 888 895 3237 or sales@leadliaison.com.

Lead Liaison

How Can B2B Lead Nurturing Help Generate Revenue?

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How Can B2B Lead Nurturing Help Generate Revenue?Marketing automation and B2B lead nurturing is a technology that streamlines and automates marketing tasks, so a company can increase operational efficiency and grow revenue faster than ever. The vast potential of B2B lead nurturing can quickly expand a business’s customer base by converting qualified leads into customers. This process has been proven to generate 50% more sales ready leads at a 33% reduction in cost. It also improves the rate of closing sales, since B2B lead nurturing is designed to develop a trusting relationship between a prospect and a business.

A strong pre-sales relationship is built by using lead nurturing to provide potential customers with relevant and useful information. By branding a business as an expert in their field through free articles, tutorials, guides and blogs, it trains the prospect or customer to refer back to the source when they need guidance or when they are ready to commit to a sale. A buyer for any business has their own reputation to maintain, so they are always going to choose a company that has established themselves as worthy of their business.

Successful B2B lead nurturing requires regular contact, without overwhelming the lead. Any information given to the lead should be on a set schedule and never more often than once per week. If a company sends too many lead nurturing attempts in a short period of time, it can turn the customer against the business. If a company does not send any new and exciting information for an entire month, the lead will lose interest in their information and their business. That is why balance is so crucial to B2B lead nurturing.

When it comes to B2B lead nurturing every buyer is looking for something that will make them better at their job or something that is better for their business. Lead nurturing emails need to speak to their personal goals. Position emails around showing ROI, improving their efficiencies, impressing their employers or whatever it may be that will motivate the prospect to continue reading. Keep in mind though, content should be prepared based on the readers profile. Map out your buyer profiles (IT, finance, sales, marketing, etc.) and create content tracks for each buyer profile. Content also has to be presented as real information and not something that was created to swindle them into making an uninformed purchased. Focus on what buyers need, not what you need.

B2B lead nurturing should never involve pressuring a buyer to purchase. The content that is sent to the buyer should guide them in the direction of the service without a forceful call-to-action. A business can scare a buyer away by filling their supposedly free advice with obvious sales pitches. The content is only meant to strengthen the relationship, it is not meant to be a closing tool. If it is created properly, the lead will come to their own conclusion and contact the business when they are ready to make a decision.

B2B lead nurturing has the ability to generate increased revenue, but only if the nurturing efforts are worthwhile to the lead. It can easily backfire if it is not done properly, which is why it is always best to start by contacting a professional marketing automation company such as Lead Liaison. A business has to make sure that their B2B lead nurturing campaign is relevant, informative and interesting. It also has to be done regularly enough to be effective without overwhelming the lead. If it is done right, the possibilities for growth are endless.