How to Nurture Buyers with Content After the First Call

TL;DR:

• Prospects do research before and after a call, so spammy follow-up emails won't help
• Connect with prospects on social media and share valuable content to build trust
• Share case studies, guides, and competitor comparisons right after the call
• Use tools to de-anonymize accounts visiting your site and recommend relevant content
• Letterdrop automates the process of understanding prospect behavior and recommending content

So, a prospect has booked a demo with your AE. It went well.

How do you keep them "warm" between touchpoints?

One thing is for sure: relentlessly pinging them with "Just following up" emails afterwards could lose you this kind of opportunity.

Content can help you close.

Prospects Do Their Research Before and After A Call

Spammy emails about follow-ups from your AEs aren't helpful to prospects looking for a solution. Content is.

Reviews, website content, interactive demos, and LinkedIn content can educate your potential buyers — so that's where they're looking.

Prospects put a huge emphasis on first-party opinions and perspectives when it comes to choosing a vendor — 58% of marketing execs turn to their networks (virtual and in-person) to build a shortlist of vendors.

This why it's so important that you and your entire GTM team are active on the social channels where your ICP is active.

Take it from Ryan, our BDR, who had to make a choice of vendor for Letterdrop recently.

3 Steps to Nurturing a Post-Call Prospect

1. Have Your GTM Team Connect and Share Valuable Content on Social

Your AE and execs should connect with the prospect who attended the call as well as other stakeholders at their company.

These folks now have direct access to your team's thought leadership posts — you'll start coming across as a company made of experts that they can trust and can turn a platform like LinkedIn into a primary acquisition channel.

Our BDR has booked demos within thirty seconds of a call because the prospect can see that we share helpful information, and that we've solved problems for similar companies to theirs before.

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2. Share a Case Study, Guide, and Competitor Comparison Right Away

Share at least three of the right assets in the beginning — only if they'll move the deal forward. Don't share more than necessary — this only adds noise and leads to long emails.

Examples include:

1. A case study of a similar stage or industry company that achieved something similar to what the current prospect is trying to achieve. This also gives you social proof
2. A how-to guide or playbook that demonstrates your expertise as well as your product's ability to help
3. A competitor comparison, which is particularly helpful if the prospect has an alternative in place, or have mentioned other solutions they've been looking into

There's actually a feature in Letterdrop that auto-suggests the right assets to share with a prospect according to data it pulls from your sales transcript.

3. Use a Tool to De-Anonymize Accounts Visiting Your Site

You can use some sort of IP deanonymization service to understand which accounts are visiting your site.

There are a couple of intent data tools that we would recommend — Clearbit, for example.

This process helps you understand which pages your target accounts are reading after the first demo, and what they're researching. This helps you write more content like this, and to recommend the right content in follow-ups and nurture campaigns.

This can also be automated for email campaigns.

Letterdrop automates all of this for you. It can help you understand which accounts are consuming content, analyze your content to understand funnel stage, persona and buyer profile of all your content (web or LinkedIn), and recommend the next content to share with a prospect.

Use Content To Seal the Deal

Content is the soft sell that helps nurture a prospect from demo booked to closed won.

Automate the process of sending the right content at the right time to the right contact with software like Letterdrop.