Nurturing Leads on Your Website pg.2


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Lead nurturing is entwined with brand building. Even if you are operating in a business-to-business (B2B) environment, you can’t lose sight of the fact that your buyers are also human and can be emotionally swayed. When people are faced with complex buying decisions, it is emotionally more comfortable to rely on experience to solve problems and discover new information. We call this “heuristics”, and it guides which options we select and what facts we consider as we drill down towards a buying decision. From the seller’s point of view, heuristics are very tricky – a buyer who makes a good decision may or may not receive positive reinforcement, but a bad buying decision will most definitely be punished – reputations tarnished or jobs lost. Thus there is an asymmetry between the rewards and risks of a B2B purchase.

We can’t blame buyers for being a little cautious when contemplating a substantial purchase. The personal risk of failure can be a little irrational, but is a big factor in B2B purchasing. Imagine you are considering three competing vendors and you find out a board member dislikes one of them. You can still pick that vendor, but you’d better be right! Chances are you’ll pick from the other two.

This boils down to the fact that a seller’s reputation for credibility and trust is paramount. Unless you are in the Fortune 500 and your reputation precedes you, you are going to have to build trust through the sharing of useful information. It is in your interest to become a thought leader in your industry. When you become an authority and trusted advisor, you significantly reduce a buyer’s purchase anxiety.

In other words, you must burnish your brand name in order to nurture your leads.

More information on brand integrity: So you liked Big Booty Freaks on Facebook. Now what.

Get Started Nurturing Leads with a free eBook from HubSpot


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Brian Sutter

Brian Sutter

Director of Marketing at Wasp Barcode
Brian Sutter is the Director of Marketing at Wasp, responsible for the development and execution of the company’s marketing strategy. His role encompasses brand management, direct and channel marketing, public relations, advertising, and social media. He also writes and speaks on topics related to helping small business owners grow their business and improve operational efficiency.
Brian Sutter
Brian Sutter