Lead Nurturing: Unique tracks and impactful tests
I was recently interviewed by Marketo for their Definitive Guide to Lead Nurturing eBook, and I wanted to share some ideas that didn’t find their way into the guide as well as some additional thoughts on lead nurturing with you.
Here are a couple of questions they asked me that ended up on the editing room floor that I want to include here in the B2B Lead Roundtable Blog:
What is one of the most unique lead nurturing tracks you have heard of someone creating?
Paradoxically, the most “unique” nurturing tracks are the most basic and have been executed long before the concept of lead nurturing ever existed: where a sales, marketing or customer service professional sends a prospect information focused specifically on meeting the client’s need.
This is the essence of lead nurturing.
Lead nurturing is based on relevance, and what is relevant differs — even slightly — from person to person because we all have unique needs and motivations. Without relevance, lead nurturing becomes just another marketing campaign.
What is the most impactful test you’ve run for lead nurturing programs?
A global IT leader provided us approximately 50% of their leads generated that year (1,500 leads) that had not engaged with the organization for at least 90 days. We reviewed each lead to identify what motivated them and then phoned them. The conversation was based on their last engagement, and we concluded the call by asking the prospect if the IT provider could serve as a resource.
After three months of calling, 40% wanted to continue to be in the IT company’s lead nurturing program, 15% moved further along in the sales cycle and 7% converted into customers.
For an investment of less than $50,000, within three months the IT company gained $1.2 million in sales from leads that had essentially been untouched or forgotten.
A few more thoughts to share:
And, here are some more recent thoughts on lead nurturing which I’ll likely expand on in the future posts:
- Lead nurturing supports the conversation of the customer before, during and after their buying process.
- Sowing + Nurturing = Reaping. As you sow, so shall you reap. A relationship properly sown, tended to and helped-along lead should reap a long and bountiful harvest.
- Lead nurturing is about building relationships through relevant conversations, not campaigns.
- If your sales team is following up on nurtured leads, give them relevant and related talking points to use. The first impression matters. So does the second. And so does every single touch after that.
- Consistency and relevancy are key. Don’t let up. Be consistent. No matter how busy you are, make time to do lead nurturing activities.
- Treat “leads” like “future customers” because that’s what they are.
- “Tell-and-sell” is a thing of the past. Become a trusted advisor by adding value with each interaction and sharing relevant information. Read what is and isn’t lead nurturing.
- Nurture your existing customers. Don’t just emphasize new account acquisition nurturing. You should look to nurture your current customers with the same energy and optimism as you do with prospects. You’ll be amazed with the results.
Photo Attribution for nurtured plant: englishme community
Photo Attribution for guide image: 2015 Definitive Guide to Lead Nurture
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