Lead Nurturing: What it is, and what it is not

Building on my post last week, I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy.

The problem was that her boss felt their current integrated marketing campaigns qualified as lead nurturing. We discussed the challenges of communicating what is and isn’t lead nurturing.fortune-cookie

A lot of marketers say they are “nurturing” their prospects, when in reality, all they are doing is sending out nice brochures, landing page links or marketing copy focused on product releases or company announcements.

Starting to get my point?

Pretty, well-designed fluff is not going to “feed” your prospects. Creating a nice layout and clarifying your value statement isn’t going to contribute to the development of your client or your relationship with them.

Let me break it down even further by giving a few examples of what is and what isn’t lead nurturing.

 

Examples of what is NOT lead nurturing:

1. Sending out an e-newsletter on a monthly basis

2. Blasting your entire database with a new case study that’s unlikely to be relevant to many list members

3. Sending all early stage leads the same series of emails, regardless of their behaviors

4. Randomly calling leads every four weeks to see if they are ready to buy

5 Salespeople calling early stage leads every month just to “touch base”

6. Offering content that promotes your company’s products and services and does not take into account your prospects’ interests or needs at their stage of buying

 

Examples of what IS lead nurturing:

1. Sharing content that’s relevant and valuable, even if they never buy from you

2. Sending a targeted email that includes content based on:

  • Recipient’s industry and/or role in the company
  • Stage in buying process or interest
  • Previous conversations or content engaged that’s likely to be relevant

3. Helping to answer a question or offering more information

4. Sending information that is relevant to the recipient’s problem

5. Making calls based on touch point data that adds value to the interaction – being a “plus” to their day

6. Giving them useful information that sticks with them and/or helps them grow as an individual or company

 

It’s all about building trusted relationships with people. That’s what we really need to do instead of expecting to drive conversion from a single event or email. You do this by consistently offering relevant content in the context of lead nurturing and delivering value.

 

Image Attribution: The Vacant-Green Camera

 

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Lead Nurturing: You can’t automate trust [More from the blogs]

Lead Nurturing: Pilot campaign increases conversion 32.6% with automated emails [MarketingSherpa case study]

Lead Nurturing: 3-part funnel campaign creates 70% increase in inbound calls to sales reps [MarketingSherpa case study]

Lead Nurturing: How intent data lifted a B2B email campaign’s CTR 248% and forwarding rate more than 400% [MarketingSherpa case study]

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