Lead nurturing programs are a key action in B2B marketing strategies. B2B sales cycles are generally longer than B2C sales cycles. so it is necessary to create several touch points to help the user. Go through the entire conversion funnel.
However, creating a good lead nurturing program is not a simple task. So we usually find some common mistakes when a company wants to implement them.
The nurturing program is understood as a series of emails:
By concentrating all communication with the lead in a single channel. It is very likely that we will lose many users along the way.
It is believed that if the user clicks on an email, he is interested: this is only half true. Commercial interest will always depend on the type of content. We offer the user. A user who clicks on a guide on our blog is not necessarily. A lead ready to be contacted by someone from our sales team.
It is forgotten that the content is the basis of the nurturing program : It is through quality content. That we can awaken the user’s interest in purchasing and not. Just with commercial messages.
So, if you are planning to launch a nurturing program. We want to share with you the checklist with everything you need to prepare for it to be a successful program.
A good marketing team should know all
The contact points that exist in the company with a user. From the moment they are a lead to becoming a customer. When you start planning your nurturing program. In addition to identifying all the contact points already. Established in Marketing (example: newsletter, promotional emails, chatbots , etc.) talk to other teams. That have contact with leads and customers (sales, support, etc.) to find out what the most frequent contact points are and how these points are followed up. These are examples of some scenarios in which a user can be found and how we could follow up on the communication:
SCENERY COMMUNICATION MONITORING
The sales team is in contact with a client The lead status in the CRM could be “In follow-up” and therefore you know that the user should not receive automatic Marketing emails at this time.
The user has an open opportunity (and is therefore in the process of negotiation) Connect opportunities between your Marketing Automation tool and CRM. You will avoid sending the wrong messages, such as a discount at the same time that sales has prepared a financial proposal.
The customer has activated a free trial of your product If you have this information in your Marketing Automation tool, you can start an onboarding program.
The renewal date is approaching If this is an Enterprise customer, it is likely your Customer Success team’s role to initiate renewal communication.
By knowing the current points of contact, specific database by industry you will be able to begin to draw the ideal customer journey for your company and how to place your nurturing program in this journey.
Segment your database
Before you start working how to create wix popups in less than 5 minutes on the content of your lead nurturing program, create the segmentation and identify the volume of potential leads that will enter this program. Some fields or criteria that spam data you can use to create your segment:
Customer profile: position, location, company size, etc.
Current situation in the customer journey: the lead is just starting to learn about your company or is more in the consideration phase.
Latest interactions: recently filled out forms, type of content consumed, interactions with the sales team.
Also filter out users that you don’t want to “touch” right now:
contacts that have an open opportunity, users that have already. Met the goal we are looking for with this nurturing program, etc.
Once the segmentation is created, identify whether the volume. Is relevant enough to create a program (with all the effort that implies). A calculation that I always make when I want to launch an email campaign. Is, taking into account an average opening. Percentage of 20%, and a CTR of 5%, and then a conversion on the landing page of 20%, you can estimate. Whether the segment is large enough to launch the campaign.
If the number is very low, you can either consider opening up your segmentation. Further or creating highly personalized content. That will increase opening, click and conversion rates.
Define your value proposition and how it will translate into content
Depending on the segment, identify the key messages you want to convey in your nurturing program and what content you have available to convey these messages.