Marketing your products to scientists can be challenging. They’re a discerning audience driven by data and evidence. So, how do you break through the skepticism and connect with researchers effectively? One answer lies in mastering the art of B2B lead nurturing.
What is B2B lead nurturing and why is it effective? 🌱
B2B lead nurturing is the process of building relationships with potential customers. It involves providing contacts with valuable, timely content that is customized to their specific interests. Instead of blasting potential customers with unsolicited sales pitches, you offer a series of helpful written, audio, and video content. This steady drip of knowledge keeps you top-of-mind, builds trust, and gently guides leads along the buying journey until they’re ready for a sales conversation.
Lead nurturing is ideal for businesses whose sales process is lengthy and considered. The nurturing process helps customers make informed decisions and fosters a relationship based on trust. By the time they reach out for a sales call, your brand is already a familiar guide they’ve come to rely on.
Figure 1: Scientists usually conduct extensive research online before reaching out for a sales call. This is formally known as the “pre-approach” and “approach” stages of the buyer’s journey. By using lead nurturing at this investigative stage, you can influence their decision and position your offering as the solution to their problem.
Build an effective B2B lead nurturing strategy 🏗️
An effective B2B lead nurturing strategy uses lead scoring and marketing automation to qualify and engage contacts. Together, these processes ensure your content is relevant and delivered at the appropriate stage in the buyers’ journey.
What is lead scoring?
Lead scoring involves assigning a numerical value to contacts based on their engagement with your content. Points can be assigned for a range of activities, such as subscribing to a newsletter, attending a webinar, or submitting an inquiry form. The higher the lead score, the more engaged a contact is with your brand and the more likely they are to buy.
Studies show1 that if your sales reps agree on the process used to qualify leads, they are much more likely to pursue them. To prevent blocks in your funnel, ensure that your marketing and sales teams are aligned on the lead scoring process. The table below demonstrates how certain actions may be scored in your CRM.
| Action | Points added to lead score |
| Click a link in an email | +5 |
| Downloaded a white paper | +10 |
| Registered for a webinar | +10 |
| Requested a demo | +50 |
| Submit an inquiry form | +50 |
What is marketing automation?
Lead scoring can be performed manually, but the introduction of marketing automation has streamlined this process and made it easier to implement. Marketing automation software is now built into many of the CRMs on the market, including HubSpot and Active Campaign. It can make lead nurturing easier by:
- Assigning a lead score to every contact in your CRM
- Updating lead scores whenever a contact takes a relevant action
- Sending relevant content to contacts based on their interests and stage in the funnel
For example, if a contact downloads an eBook, an automated workflow could be used to trigger a series of follow-up emails. If the contact opens one of these emails, this positive action indicates interest and would increase their lead score. Once their lead score reaches your numerical threshold for sales qualification, your sales team can confidently focus their efforts on reaching out and closing a deal.
| Action | Qualification threshold |
| Prospect | 10 |
| Marketing Qualified Lead (MQL) | 100 |
| Sales Qualified Lead (SQL) | 250 |
Top tips for quality content ✍️
Good quality content addresses the concerns and uncertainties your target personas face. It should demonstrate that you understand their challenges and are willing to help–with no strings attached! By providing timely answers to your prospects’ problems, you will build trust and increase the likelihood of conversion when they are ready for a sales conversation.
Tip #1: Consult your sales team
To develop content that resonates with your target personas, consider working with your sales team to brainstorm topics. Because sales reps have direct contact with prospects, they can provide invaluable insights into customer pain points, questions, and preferences. Their knowledge can ensure your content resonates with your target audience.
Tip #2: Consider the buyer’s journey
Your prospects are all at different stages of the buyer’s journey, so providing a range of content for different levels of the funnel is important. It’s also worth encouraging a stage-appropriate action at each step, like subscribing to a newsletter, downloading an eBook, or booking a sales call.
Tip #3: Obtain feedback and track your progress
Quality content should demonstrate that you understand customer challenges. To ensure prospects engage with your topics, use data analytics and feedback to track performance and optimize your strategy based on what resonates with your audience.
Tip #4: Get specific
High-quality content draws in potential customers who are actively seeking information and solutions relevant to their unique needs. By tailoring your content to specific buyer personas, you show that you really understand their challenges.
Checklist: Steps you can take to optimize your lead nurturing strategy today 📈
✔ ️ Contact a few of your customers and interview them – what challenges are they facing currently that you could provide guidance for in your content?
✔ ️ Ask your sales team – what are the most common pain points customers bring up in meetings?
✔ ️ Set-up lead scoring in your CRM and use workflows to automate email nurturing
✔ ️ Review your qualification process to ensure your sales and marketing teams are aligned. An uneven distribution between MQL and SQL might indicate that they are not!
✔ ️ Look at your current content marketing strategy – are there any channels or mediums your customers are using that you might be missing?
Our 4 favorite approaches for nurturing scientists🧑🔬
1. Multichannel Marketing Campaigns
If you want to be heard, you must be able to reach prospects through a variety of channels and mediums. By diversifying prospect touchpoints, you can expand your reach and increase the likelihood of capturing and nurturing potential buyers’ attention.
2. Retargeting Ads
With this highly targeted tactic, you can address unique pain points or highlight particular benefits of your offering to prospects who previously interacted with your brand. This personalized advertising approach reinforces brand recall, nudges prospects closer to conversion, and offers a relevant means of nurturing potential leads over the finish line.
3. Automated Email Nurturing
While there are many channels to distribute content, studies suggest2 that email is the highest-performing. Sending a series of emails in response to a specific action allows you to guide prospects through the decision-making process. It also lets you further qualify prospects and understand their level of interest.
4. In-Person Meetings
In an increasingly online world, the power of in-person meetings remains unparalleled. They provide an opportunity to demonstrate products in real-time, clarify intricate queries, and build rapport face-to-face. While digital platforms enhance efficiency and provide quantifiable data, in-person meetings are still important in a holistic and impactful lead nurturing strategy.
Key Takeaways 🥡
B2B lead nurturing can help marketers foster trust with skeptical buyers such as scientists. By providing prospects with valuable, personalized content throughout their buying journey, you can gently guide them toward a sales conversation. Remember, alignment with sales, data-driven tracking, and continuous adaptation are crucial for a winning lead nurturing strategy!
Looking for help with your lead nurturing campaigns? Bitesize Bio are experts in life science marketing with over 15 years of experience in B2B lead nurturing. Contact us today to book a call with our team.
References 🎓
- Esa Hakulinen. The impact of prospect acquisition sources for business-to business email lead nurturing marketing performance. University of Eastern Finland, 2021.
- Ascend2 and Partners. Email Marketing Strategy. Survey Summary Report. Ascend2, 2016.
