Start Lead Nurturing Today at Your Organization

If you implemented marketing automation technology six or more months ago and are still only using the technology for batch email sends, you’re not alone.

Here are a few steps you can take now to jump start lead nurturing and get more out of your marketing automation investment.

START SMALL AND WORK YOUR WAY UP TO LEAD NURTURING SUCCESS
Marketing automation technology offers endless possibilities for marketers, but sometimes the best place to start is with the basics. Try building out your first lead nurturing campaign for one audience segment before defining a big picture strategy. To create your first lead nurturing campaign, you will first need to follow the below steps:

1. DEFINE THE PURPOSE OF YOUR LEAD NURTURING CAMPAIGN
Will it be to nurture leads who have downloaded a whitepaper on your website? Or do you want to stay top of mind with prospects who aren’t quite ready to buy? What are you hoping to achieve through this campaign? By defining the objectives upfront, it will be easier to determine how to structure the campaign and measure the success of your lead nurturing efforts.

2. DETERMINE YOUR TARGET AUDIENCE AND PERSONAS
Who will you be communicating to in this campaign? What is their role in their organization, and what are their concerns and pain points? Taking the time to develop the personas of the leads in your nurture campaign will help ensure you communicate the right message, at the right time.

3. IDENTIFY HOW TO SEGMENT YOUR NURTURE STREAMS
You can segment nurture streams by buyer stage, persona, organization size, topic of interest… the list goes on and on. You will need to define the unique needs of your organization and your campaign to determine what set up approach will work best for you. You will also need to ensure that your database contains the necessary data by which you will need to segment. For example, if you want to segment by organization size, you must first make sure that you have this data in your marketing database for each company..

4. CREATE YOUR CONTENT
In order for your nurture campaign to be successful, you need to provide your leads with relevant, engaging content. Your content strategy may vary a bit depending on how you’ve segmented your nurture streams, but make sure you:

  • Speak to your persona’s pain points;
  • Keep the body content short and sweet; and
  • Include a clear, succinct call-to-action in each email.

5. MAP OUT YOUR TRANSITION RULES
Transition rules allow you to move your leads from one nurture stream in your campaign to another based on their activity. Say for example, that you have three nurture streams set up in your campaign: awareness, consideration, and purchase. A lead that’s currently in the awareness stream was recently marked as an opportunity by sales. You can set up a transition rule to move that lead from the awareness stream to the purchase stream once they’ve been marked as an opportunity.