In B2B marketing it is becoming increasingly important
to look at deepening relationships with prospects over time, engaging with them through different channels (email, direct mail and SMS).
This can be accomplished using lead nurturing programs: systems which have the functionality to track and score behaviour and demographics, and send triggered emails to leads. Eloqua defines lead nurturing as a 'discipline focused on leads who are not yet ready to buy' and that 'successful lead nurturing is in delivering content of sufficient value that the audience remains engaged'.
The lead nurturing planning process can be split into two key areas:
Below are key questions that need consideration before you can effectively plan any lead nurturing program:
The lead scoring program:
1. Have you met with your sales team to define an ideal lead?
2. What defines a hot, warm or cold lead?
3. What contact or company demographics are considered priority indicators for explicit scoring?
4. What web activity is considered a priority indicator for implicit scoring?
5. Are the current available forms already segmented by level of importance?
6. What score would indicate a sales-ready lead?
The lead nurturing program:
7. What is your ultimate goal for your leads? Sign up for a trial or demo, register for a newsletter, reach a score threshold...
8. Of the assets you have available, which are most likely to tempt your leads? Whitepapers, free reports, free trials...
9. How do your prospects enter the program? After a telemarketing campaign, after a website visit, request for a newsletter...
10. What timeframe should be considered between triggered emails?
11. Do you want to include a 'fast track sign-up' opportunity with each email?
12. If you plan to push prospects toward an existing website, could their interest be disrupted by the flow of the website?
13. Are all website pages to be tracked?
14. Would you like include A/B split testing in your program? You could test 'call to action' and email design effectiveness on your audience...
15. When should a prospect leave the program? After completing set actions, once a score has been reached, after a set time of no activity...
Below is an example of a lead nurturing plan:
If you have any lead nurturing questions post a comment below or email me at whatworksonline@rbi.co.uk
to look at deepening relationships with prospects over time, engaging with them through different channels (email, direct mail and SMS). This can be accomplished using lead nurturing programs: systems which have the functionality to track and score behaviour and demographics, and send triggered emails to leads. Eloqua defines lead nurturing as a 'discipline focused on leads who are not yet ready to buy' and that 'successful lead nurturing is in delivering content of sufficient value that the audience remains engaged'.
The lead nurturing planning process can be split into two key areas:
- Lead scoring (to provide an indication on the propensity of the contact to purchase)
- Lead nurturing (to determine and trigger the most appropriate email communication to develop the lead)
Below are key questions that need consideration before you can effectively plan any lead nurturing program:
The lead scoring program:
1. Have you met with your sales team to define an ideal lead?
2. What defines a hot, warm or cold lead?
3. What contact or company demographics are considered priority indicators for explicit scoring?
4. What web activity is considered a priority indicator for implicit scoring?
5. Are the current available forms already segmented by level of importance?
6. What score would indicate a sales-ready lead?
The lead nurturing program:
7. What is your ultimate goal for your leads? Sign up for a trial or demo, register for a newsletter, reach a score threshold...
8. Of the assets you have available, which are most likely to tempt your leads? Whitepapers, free reports, free trials...
9. How do your prospects enter the program? After a telemarketing campaign, after a website visit, request for a newsletter...
10. What timeframe should be considered between triggered emails?
11. Do you want to include a 'fast track sign-up' opportunity with each email?
12. If you plan to push prospects toward an existing website, could their interest be disrupted by the flow of the website?
13. Are all website pages to be tracked?
14. Would you like include A/B split testing in your program? You could test 'call to action' and email design effectiveness on your audience...
15. When should a prospect leave the program? After completing set actions, once a score has been reached, after a set time of no activity...
Below is an example of a lead nurturing plan:
If you have any lead nurturing questions post a comment below or email me at whatworksonline@rbi.co.uk
