Just the other day I found myself defining for a co-worker what exactly a nurture campaign is and isn’t, and in doing so I ran across some great content that helps to clarify things a bit and wanted to share.
Lead Nurturing Is….
According to Andre Pino over at Forrester Research, “Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads.” This means that they are ready and worthy of a salesperson’s time. Of course he said that it is critical that you jointly establish the definition of a sales-ready lead with the sales team.
That’s a great definition and starting point, but now how do you create one? Again Andre had some great points, summarized below:
- Focus on the prospect
- Message with consistency
- Content is key
- Process is important
Another great resource to share on this topic comes from our friends over at Marketo(@marketo). They have a great workbook that they’ve put together that defines and outlines what a world-class lead nurturing program should look like.
Everyone should have this sitting on their desk as a “Dummies Guide” to lead nurturing as it outlines the basics to lead nurturing, the advanced tips and tricks they and their customers have learned, as well as how to track and measure ROI from your programs to help make you look like a rock star internally.
To Nurture Is More than to Contact
The fact that the word “nurture” is used, in my opinion, too widely to describe sometimes what marketers and sometime sales do. An effective nurture campaign is one that is truly multi-touch and goes beyond the simple call and check in. It’s one that encompasses email, direct mail, telemarketing, and social media.
Hopefully some of this helps and can provide insight into how to best go about setting up a winning lead nurturing program at your organization. Oh, and the next time someone asks you, “what exactly is lead nurturing?” you can pass this on.
Effective Lead Nurturing Starts with Great Data
Your customer data is the foundation on which your lead nurturing strategy is built. Leadspace offers a customer data platform that helps marketers identify, target, and market appropriately to the right audience for every nurturing campaign.
Watch the webinar: How to Engage, Nurture and Close More Prospects with Full-Funnel Marketing to learn more about nurturing campaigns today!