An article titled The Big Question - What is the most important thing you can do to make your lead nurturing effective?, is something you need to read. Published in BtoB Magazine’s Lead Generation Guide 2011, this provides some insightful opinions by a number of marketing executives from some of our top organizations. So read on for a few of these opinions.
“Because lead nurturing, by definition, is a lead in need of continued attention, I think the most important thing to ensure the success of growing leads is a good CRM solution overlaid with an intelligent marketing content distribution strategy.
A prospect may say ‘follow up with me in six months,’ but passing along relevant content, orchestrated in a manner that builds awareness and confidence in your product or solution, will move your prospect further down the sales funnel with minimal intrusion, resulting in increased close rates.”
“Lead nurturing is all about delivering targeted information to prospects based on who they are, what they care about and where they are in their evaluation process. The most important thing you can do to make your lead nurturing program successful is to segment your database and keep it clean.
It may not sound as cool on the resume, but a tightly tuned database with processes for updating and maintaining key fields (e.g., industry, company size, department, level in organization, competitive products, etc.) will ensure that your nurturing campaigns are seen as truly valuable and not just another email to delete.”
“Do not paint every lead with the same brush. It is not about putting leads into a nurturing ‘bucket’ for follow up. It is about creating nurturing ‘buckets’ for specific nurturing strategies. This starts with a joint understanding between sales and marketing on what are the definitions throughout the lead funnel, associated lead scoring, and the service level agreements at each hand-off point.
Defining the types of nurturing streams is critical to ensure they are aligning to a specific business outcome. Content is a key cornerstone in developing successful nurturing streams. Keeping prospects engaged requires specific and relevant content as you mature the relationship with that individual. Listen to the digital body language of the individual, and tailor the journey for that prospect or customer.”
And, when you finish reading, tell us what you are doing to nurture your leads. Maybe you have some other great ideas!