Do you have stagnant leads in your pipeline? It is a frequent problem among marketers, but with the right message, the right mix of marketing activities and the right timing, stalled leads can be nudged through the pipeline, moving them closer to a sale. These three things should be incorporated in order to create an effective lead nurturing campaign.
The Right Message:
To implement successful lead nurturing campaigns marketers should segment their leads and target their messaging to appeal to those leads’ interests, and always avoid sales messages. For nurturing campaigns, you have already determined the leads are not sales-ready, so high pressure communications will be unwelcome. The key in nurturing campaigns is to hone in on a specific segment’s pain points and send marketing communications that provide valuable tips, materials and activities that address these pain points. The more value the recipient receives from the communications, the more likely they will continue to welcome them.
The Right Activities:
When it comes to lead nurturing campaigns, a mix of marketing activities is key. It is important to position your company as a thought leader and a resource, not a company with a product and/or service to sell. To do this, create communications focused around best practices and leverage customers and third-party industry experts to support your case. Successful nurturing campaigns could include invitations to webcasts and regional best practices seminars or email marketing communications offering whitepapers and articles or driving recipients to blog postings, etc. In addition, for key prospects, attention grabbing dimensional mailers with one-to-one follow up calls can help to reengage.
The Right Timing:
It can be difficult for marketers to know when, and if, static leads in the pipeline will convert to sales-ready leads. This is why the timing of lead nurturing campaigns is incredibly important. When a lead is ready to buy, it is crucial that your product/service is top of mind. To accomplish this, nurture campaigns need to have consistent timing and be implemented on a regular basis. However, it is equally important to avoid overloading your target with communications, so they are not perceived as a nuisance. Monthly campaigns are a nice balance between over communicating and under communicating.
More Lead Nurturing Tips
Read more about implementing strategic lead nurturing campaigns in this article.