How To Execute A Perfect Lead Nurturing Campaign
Posted by Patrick Murphy on Mon, May 23, 2011
You should know by now what a great lead generation and lead nurturing campaign should have: great planning. If you’re not sure how to plan for lead nurturing, check out our recent blog posts on the subject. This post is about pulling off the final part: getting your nurturing process working for you.
Download the FREE SiliconCloud lead generation guide today, to learn more about the process and how to make it work for you.
Generally, a lead nurturing process could use the following communication mediums: emails, white papers, case studies, articles, web events, podcasts, social media messaging, and webinars. When you were planning these out, you made sure that you could provide the appropriate content when you needed it, right? All of these content items should be mapped onto each step of your lead nurturing plan. Your communication mediums should be flexible: you should be able to mix and match your different methods depending on how your relationship progresses with your client.
The following is an example of the steps in a fictional lead nurturing campaign:
Day 1: Your user logs on to your site, hits a landing page, and downloads a white paper- providing their contact information to you in the process.
Day 3: Send the lead an email to thank him for downloading the white paper, and to invite him to attend a webinar on a topic similar to the white paper he previously downloaded.
Day 7: Your lead will hopefully attend the webinar. This is your opportunity to put a personal voice behind the emails, and build up a better relationship with the lead. After the webinar, ask them if they would be interested in learning more about the product and how it can help them.
Day 9: If they wanted to learn more, set up a demo, meeting, or case study mail out to the lead. Otherwise, continue with basic lead nurturing.
Day 15: Send them case studies or customer success stories.
Day 21: Send a personal email touching base, offering more valuable information.
Day 30: Hopefully with all your great nurturing your prospect will call your sales department!
This may seem like a lengthy process, but to reel in a quality lead for a good investment on their part will take some thinking time. This is of course only a rough guide, and your steps should be based around the sales cycle in your industry and your target market. Always space out the steps. With this plan in place, you are ready to go out there and generate leads, while nurturing them.
Download the FREE SiliconCloud lead generation guide today, to learn more about the process and how to make it work for you.