Lead Nurturing Definition & Best Practices

August 20, 2011 Chris Leonard

LEAD NURTURING: The process of cultivating prospects through any stage of the buying process, by providing them with targeted education that positions your company as the best option for their business objectives.

Brian Carroll, Executive Director of Revenue Optimization at MECLABS stated that “Only 5 to 10 percent of your marketplace is ready to buy right now. To ensure that the remaining 90 to 95 percent eventually end up in your pipeline, you need to engage in value-driven lead generation and nurturing.”

According to Sirius Decisions over 80% of those leads who are not sales ready, will end up buying in the next 24 months. If you have not positioned your company as the industry leader, they will end up buying from someone else.

  1. Define and segment your audience
  2. Determine Need
  3. Provide content to answer and solve Need: Define the prospect’s stage in the buying process, what is needed at this time and how it is going to be provideed to them.
  • Early Stage – Have a need, but don’t know how to solve it
    • Provide educational material
      • Online Demos, White Papers, eBooks, Webinars
  • Mid Stage – Know what they want, need to see if there is a fit
    • Provide targeted Information and reassurance
      • Seminars, Live Demos, Technical Whitepapers
  • Late Stage – Have found a fit, now deciding which one is best
    • Provide Answers
      • Comparisons, Free Trials, Case Studies and Consults
  • Customer – Have knowledge about products or services, can always learn more
    • Provide further education
      • Webinars, Tips and Tricks, Best Practices, New Information

BEST PRACTICES:

1. Personalize Emails and Landing Pages

2. Target information to specific Industry and or job function (82% of prospects say targeted industry specific information is more valuable. 67% say content targeted to their job function in more valuable.)

3. Trigger and Automate campaigns

4. Test A/B campaigns to see how your customer responds to content and creative at different stages of the process.

5. TEST and EVALUATE the results.

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