Cold or hot B2B marketing: which strategies to use?
By Paz Terluk, CEO & Country Manager Mexico
In the B2B market, one thing is undeniable: major deals don’t happen overnight. When looking to close a B2B deal, traditional sales cycles shift, as a process can take from 6 to 12 months and involve multiple decision-makers, adding complexity along the path to purchase.
This extended timeframe necessitates a different approach to lead generation and sales. Rather than expecting immediate results, it’s essential to develop a segmented strategy that progresses gradually from awareness to action.
The conversion funnel in B2B marketing should be structured to achieve micro-conversions—small wins over time that maintain the interest of potential clients as they advance toward a purchase. Strategies should be tailored to each lead type, from the coolest to the most qualified.
In this context, every funnel stage should be optimized with an authentic focus, where each interaction provides value and moves leads along the decision-making journey.
Lead Types and How to Treat Them Based on Their Level of Interest
If we consider the stages of Attention, Interest, Desire, and Action, the B2B sales journey becomes clear: the first step is capturing the potential client’s attention through standout strategies in a crowded market.
Then, interest is nurtured by providing relevant information that solves a problem, and desire is generated by showcasing the unique advantages of the product or service, emphasizing its ability to meet the consumer’s needs.
In the final stage, Action, the goal is to complete the purchase through clear and compelling calls to action. Based on these levels, it’s crucial to determine where each type of lead is in the funnel to generate strategies that drive micro-conversions:
Cold Leads
Potential clients who match the ideal profile but aren’t proactively seeking you out or have yet to show interest in your offer. What do they need? Establish brand awareness by connecting through emails, social media, and digital retargeting campaigns, highlighting how your solution or service solves their problems.
Warm Leads
They know the brand and have shown prior interest, but a purchase isn’t a priority—at least not right now. What do they need? Reinforce contact and increase interaction with the brand, keeping closer follow-up. A good option is to develop a nurturing campaign that provides more information about the solutions while building trust in the brand. At this stage, prioritize timely and engaging contact, perhaps with an offer to encourage closing the deal.
Hot Leads
They’ve shown direct interest, like requesting information or a demo. Their purchase intent is short-term, and they’re comparing similar solutions for decision-making insights. What do they need? Effective communication and attention to move further down the funnel. An assessment, demo, or simulation can provide an advantage over competitors, but the most decisive factor is demonstrating a clear understanding of their needs and the ability to meet them effectively. Here, a personalized proposal and guidance through the buying process can be essential.
Other classifications, such as “Qualified Leads” or “Sales Funnel,” essentially provide similar descriptions and recommendations, though their focus may lean more toward specific assessments or as part of a sales cycle.
To ensure an effective sales strategy, it’s essential to tailor treatment to each lead type according to their level of interest or stage in the buyer’s journey. By segmenting accurately, interactions become more personalized, increasing the likelihood of converting leads into clients.
From the first contact to the close of the sale, this approach optimizes resources and maximizes success, ensuring that every lead receives the attention and follow-up needed to progress through the funnel and become a loyal client.
Paz Terluk
CEO & Country Manager Mexico
Paz Terluk is a specialist in the transformation of Marketing and Sales teams, so that companies can achieve their short, medium and long-term commercial objectives.
Contact her at www.mymarketlogic.com
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