What are the Major B2B Multi-Channel Lead Nurturing Tactics?

Why B2B Multi-channel lead nurturing tactics are important to your demand generation success.

by | May 15, 2023

Now that we know what lead nurturing is, we need to focus on developing multi-channel lead nurturing tactics and strategies that turn the curious browser into a customer ready to buy your product or service. And the truth is that most prospective customers who visit your website are like the customer in the new car showroom, anxious to tell any sales contact that they are just browsing. In fact, research from Marketo shows that 96% of visitors who come to your website aren’t ready to buy.

Not at first. But lead nurturing gives you a path and a strategy to build relationships with potential customers and providing them with valuable information and resources that can help them move closer to making a purchase.

There are many good tactics for lead nurturing, but multichannel marketing is one of the most effective. Multichannel marketing is the process of using multiple marketing channels to reach and engage with customers. This can include a variety of channels, such as email, social media, paid advertising, SMS, even telephone and direct mail. By using multiple channels, businesses can reach a wider audience, increase engagement, and personalize the customer experience.

Multichannel marketing approaches allow your business to:

Reach a wider audience: Simply, multiple channels reach a wider audience than a single approach. For example, a business could use email marketing to reach people who have signed up for their email list, social media marketing to reach people who follow them on social media, and paid advertising to reach people who are searching for their products or services.

Increase engagement: A business could use email marketing to send out newsletters with valuable content, social media marketing to run contests and giveaways, and paid advertising to promote special offers.

Personalize the customer experience: Multiple channels allow you to respond to customers across many platforms; email marketing can send out personalized emails with recommendations based on the customer’s past purchases, social media marketing responds to direct customer comments and inquiries, and paid advertising can target ads based on the customer’s interests.

What are the major B2B Multi-Channel Tactics for lead nurturing?

So the major tools for marketing may include:

Email marketing: Email is still one of the most effective ways to reach out to potential customers. By sending regular emails with valuable content, you can stay top-of-mind and build relationships with leads.

Social media marketing: Social media is a great way to connect with potential customers and share content relevant to their interests. You can use social media to share blog posts, infographics, videos, and other content that will help you nurture leads.

Content marketing: Creating and sharing high-quality content is a great way to attract potential customers and build trust. By creating content that is relevant to your target audience, you can position yourself as an expert in your field and build relationships with potential customers.

Event marketing: Hosting events, such as webinars, workshops, and trade shows, is a great way to connect with potential customers and learn more about their needs. By hosting events, you can provide potential customers with the information they need to make a purchase and move them closer to the sales funnel.

How do I get the most out of these tactics?

Once you start executing these tactics its important that you track this engagement with a marketing automation platform that helps you with lead scoring. Lead scoring is a powerful process that helps you understand what buyers are ready to buy.  To learn more about lead scoring watch the video below and read our blog post Lead Scoring for B2B Demand Generation and Lead Nurturing


How Lead Scoring Works

(watch time – 3 minutes)