Seven Steps Of Lead Nurturing

A well planned lead nurturing strategy can help B2B companies to fill their sales funnel with top quality leads

. This is because lead nurturing helps buyers to understand the companys offerings (solutions/software/services) better.

Lead nurturing is most effective when it is sync with the website activity of the prospect. This is where marketing automation software comes into picture. This solution helps to track leads and automate the content delivery based on behavioral analysis of the prospect data and website activity.

1. Create lead profiles - The first step in lead nurturing is to create a lead profile. Lead profile is the activity of creating filter rules that help identify warm leads among prospects visiting the website.

2. Initial Conversation - Email communication should start once the leads have been shortlisted and should be kept generic to start with. Once the lead visit is tracked for the link sent via email, further communications can be on a personalized basis.

3. Create landing pages - Landing pages play a crucial role in engaging the prospect and collecting prospect information. Some prospects may share to share information in a bid to download more content.

4. Collect information Collect information without creating a sense of panic for the prospect. Once the prospect behavior denotes that he is constantly engaging with content shared with him, more information can be requested from him.

5. Email Communication Keep the email communication simple and straightforward. Do not overload email with too many images and graphics. Test for email deliverability to ensure that the reader is able to view all the content.

6. Automation As prospects move from the research stage to the buying stage, automate the lead nurturing campaigns. By adding prospect information in CRM, one can know their transition from one stage to another. With each communication ask for validations, which may help for future communications. Automation helps to identify and interact with prospects even when they remain dormant for some time. Marketing automation helps in:

Better understanding of the intent of the leads, and where the leads are in their purchasing cycle.

Classify the leads on the basis of sales readiness.

ass on hot leads to Sales enabling them to reach prospects that are ready to buy now, with a relevant solution.

7. Monitor and measure Lead nurturing programs need to be constantly evaluated to ensure that the sales teams are on the right track. Some common metrics include click through rate, email opens, form-fills, etc. Based on this information lead nurturing messages can be fine-tuned.

by: brianwarren

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