Are you using these lead nurturing campaigns


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There’s no shortage of information on lead nurturing. Merely plugging the term ‘lead nurturing’ into Google will instantly give you ample tips, tricks, and best practices on it. Easy enough, right?

Well, not to the extent you think. While it’s exciting to see the plethora of lead nurturing practices available – this overabundance of information can overwhelm you. Result: as marketers you can find it difficult to identify which marketing strategy is right for your business. Further, there can always be an underlying risk of choosing a wrong lead nurturing practice which can do more harm than good for your business.

Read further as we bring for you a definitive guide on lead nurturing. Informative and practical – it’s a sum up of the insights contributed from marketing thought leaders across the world.

What gives rise to lead nurturing?

Lead nurturing is the second stage to lead generation. The story is simple: Many companies do a good job at generating leads. The problem is most of these new leads are not in a ready to buy stage. Hence they easily get pissed off when sales reps try to contact them.

Contacting the leads before they are ready to get engaged reinforces the impression that the business like most others is only interested in increasing the numbers. In such scenarios, leads, generally, break off the connectivity with the business. Result: the business ends up being in the spam box of the leads.

Lead nurturing (as evident from the name) is all about building relationships with prospects that have initially shown an interest in the business but are not ready to buy now. The objective is: to build a healthy bond with the leads so that they consider the business when they plan to make the purchase days/months/years later.

In the words of Maggie Jones – ‘’you can’t force the prospects to commit to a purchase — but you also cannot afford to lose them because of their unwillingness to buy now. Moreover, statistics also show that non-sales-ready leads eventually reach the sales stage after a while. Hence, it’s up to the smartness of the businesses to provide the leads with relevant information and to be there when they are ready to make the buying decision.’’

Related statistics:

  • 95 percent of qualified prospects are not sales-ready. However, up to 70 percent of them eventually buy the product/service comparatively soon.
  • Nurtured leads produce a 20 percent increase in sales opportunities versus non-nurtured leads.

Two most effective Lead nurturing campaigns

1.Incoming Lead Processing Campaign: Ideal for making positive first impression.
Level of importance: High

(What you do and how you act when you first meet someone affects how they perceive you from then. This campaign helps you lay the right foundation in the minds of the prospects).

It constitutes of the following steps:

1. Decide the to-be targeted prospects: Take your marketing and sales team to agree upon the profile of an ideal prospect. Use parameters like:

  • Demographic attributes
  • Behavioral attributes
  • Lead source and offer
  • Availability of prospect’s data.

Also, consider these questions:

  • How often has the prospect visited your website?
  • What search terms did the prospect use in the website?
  • How has the prospect responded to your email campaigns?

Use lead scoring facility (available in most advanced CRM systems) to categorize your prospects. Then zero in on the most favorable prospects for the campaign.

2. Seek permission: Ask prospects to register for your nurturing programs.

Send emails to prospects asking explicit permission to send additional emails.

Note: seeking permission of the prospects is the most important aspect of lead nurturing. After all, trying to establish a relation with the prospects without their permission will serve no good to your business.

Tip: Whenever you acquire a new list of prospects, make it a practice to automatically launch a campaign (for permission confirmation). Once the recipients respond, use the CRM to add them automatically to the appropriate nurturing program.

3. Determine prospects’ preferences: Ask prospects what they’d like to receive from you. This will inevitably make your lead nurturing more relevant and to-the point.

Consider using these questions to understand prospects’ preferences:

  • What are your primary interests (in relation to your product/service)?
  • Which types of communication would you like to receive (e-book/whitepaper)?

2. Stay in Touch Campaigns: useful for all prospects that are not immediately ready to engage with sales.
Level of importance: High

(It involves providing relevant content to prospects, to make them build trust and credibility for your company. Helps keep your brand on the top of their minds so that they contact you when they are ready to make the purchase.)

It constitutes of the following steps:

1. Consider the characteristics of your audience:

  • Think of the communication options. For instance, do they prefer receiving communication via phone than e-mail?
  • Identify which profile or role should apply to each new lead.
  • Find the sections (in your website) where your prospects spend the majority of their time.

2. Categorize the prospects under four different stages:

  • Awareness: Knowledge of a product/service provider
  • Consideration: Determining different possible solutions
  • Research: Evaluating different vendors
  • Purchase: Zeroing in on one vendor.

Understanding the above-mentioned process will help you design your lead nurturing campaign better. You can comfortably develop techniques that accelerate your prospects to make the purchase.

3. Develop the content: Frame right role-based content for each prospect.

Follow guidelines such as:

  • Make your content short and easy to digest
  • Make content valuable, not self-promotional/pushy
  • Put your audience’s interests ahead of your own
  • Use HTML emails followed by corporate emails and text-only emails.

4. Decide the Interval: Giving an overdose of your marketing content will kill the curiosity. Thus, make sure to create a reasonable gap between each of them.

Follow the below-mentioned process while maintaining an equal interval between them (preferably once a month):

  • Introductory email
  • Follow-up on introductory email
  • Email offering new content related to e-book download etc
  • Whitepaper/ webinar information
  • Product demo.


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