2020 has been a year where many companies have taken a step back and re-evaluated their business model, the way they work and who they are trying to reach.

There’s a shift in the building products industry that’s been apparent since Grenfell, this years events has only sped up the digital requirements architects and specifiers demand.

Read on to find out how value is quickly overtaking price as a priority.

It’s not news to anybody that 2020 has brought challenges to all areas of business, including sales. With visiting and travel being restricted, people had no choice but to rely on phone calls, zoom meetings and email to follow up leads.

For the construction and building products specifically, this forced those that didn’t already, to provide BIM drawings, technical specification and virtual training online.

We’ll take a look at how the way selling has changed and why we’re better for it.

With so many new programmes and tech-stack to choose from, the classic metrics can easily slip through. Google Analytics will be the platform most familiar, as it's provided for free by Google, giving you an insight to who your website reaches and how they behave.

It can be easy to get carried away with new platforms and lose site of the bigger picture. This has created a demand to have all your key metrics in one place. 

We'll take a look at why metrics are so essential to your marketing decisions and how you can get clarity of what's working by having all your data in one place like your CRM system.

Lead nurturing is highly important to converting more leads and speeding up prospects as they move through the buyer's journey.

Especially in the building product sector where some tenders can be months, even years long, as people have big decisions to make.

Many roles include people spending money on behalf of the government or the NHS on public buildings, meaning they have to be 100% sure on a company before they choose to work with them.

Lead nurturing allows companies to present a lead with useful and educational content they might not have otherwise seen before. Simply having content on your website is not enough.

In today’s session Dale, an SEO specialist from Fire & Spark, explores how SEO strategies need to be more human and less technical. He argues that although technical SEO can help, Google’s algorithms are prioritising the human approach.

The goal is to build organic visibility that gets us in front of the right customers and accelerates the path to purchase.

Read on to explore this conversation further.

As more and more companies take on the inbound marketing approach as a way to generate more leads, the importance of having an effective lead nurturing strategy becomes apparent.

It's likely that if someone has enquired for your solution, they've also enquired at competitors of yours too. This gives people the option to explore different solutions and services available, especially if one can't deliver in time. 

Following up these leads with the right content, in a timely manner and at the right time in the buyers journey is essential. Read on to find out 7 effective lead nurturing tactics you can implement.

It’s all well and good generating leads, but are they being nurtured into marketing qualified leads (MQLs) and then sales qualified leads (SQL’s) as they work their way through the buyer’s journey, or are they just sat going cold?

You want people to convert, fill in a form, download a guide, make an enquiry, and engage with your company. But, what you do after that is just as important to keep them interested in your solution.

79% of marketing leads never convert to sales due to the absence of lead nurturing.

Think about how many potential customers you’ve missed out on by not doing enough to keep them engaged. A huge part of lead generation is making sure there are follow up’s in place.

Lead nurturing is the purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer's journey. It focuses on marketing and communication efforts to listen to prospects, and provide valuable information and answers.

Effectively you’re guiding prospects to eventually purchase from you, but in a way that's helpful and not sales driven. The more a lead is nurtured, the more knowledgeable they become about your specific product.

This ultimately creates a more qualified lead, ensuring the sales team get involved at the right time, when the lead is ready to purchase.

To say that building products businesses weren’t prepared for the world relying on digital would be an understatement. The same goes for a lot of other industries, as we’ve all been forced to work from home and get on board with new technology.