NURTURE MARKETING. Plant a Seed to Warm your Leads

Transcription

1 NURTURE MARKETING Plant a Seed to Warm your Leads

2 The Evolution of Marketing Back in the day, Marketing was about pushing information from the seller to the buyer. Then the internet came and people could pull their own information. Now we engage in ongoing dialog and integrate the online and offline experience. Q: A: This evolutionary change has required marketers to adjust our approach and talk with customers rather than at them. So how do we do this? NURTURE MARKETING < 1 >

3 Nurture Marketing Defined Nurture marketing is a strategy where marketers stay in front of prospects, providing relevant, worthwhile content to warm them up until they are ready for sales. Targeting prospects based on where they are in the buyer s journey, nurture marketing is designed to help move them through the funnel more efficiently than traditional marketing. Nurture campaigns are setup to automatically deploy messages based on factors like a prospect s content engagement, website visits, demographic data and more. Ultimately, nurture marketing fills the gap between I might be interested in your product and I m ready to buy. WHY NURTURE MARKETING? Educate prospects about your product or service Build relationships with prospects over time Establish trust and credibility with your brand Maintain top-of-mind awareness Personalize content and experiences for each buyer Help overcome objects during the buying process Close a higher percentage of leads 79% of marketing leads never convert to sales. Lack of lead nurturing is the #1 cause for poor performance. < 2 >

4 Nurture Marketing Best Practices Lead nurturing is no different than building long-term relationships. The best analogy is to compare it to dating and marriage. You have to ask someone out several times and get to know them before you can propose. You need to foster respect and trust, be a good listener, and leave a lasting first impression. But there are a few best practices to keep in mind along the way. < 3 >

5 1 Personalize each campaign, re-engage your audience and educate consistently. Content forms the foundation of your lead nurturing programs. Think of it like this - if lead nurturing is the engine, content is the fuel that keeps it running. Before launching any new nurture campaigns, make sure you have the content in place to support them. Personalize each touch so that to your prospect, it feels as though this piece of content or this message was meant specifically for them. Content worth including: ebook Blog post Video Free demo White paper Case study A third party publication thought leadership piece Analyst report Free trial or coupon According to Aberdeen Group, it takes an average of 10 marketing-driven touches to convert a lead into a revenuegenerating customer. < 4 >

6 2 Define your workflow, spread your s out and always analyze your results. John Smith SCORE 75 Nurtured leads make 47% larger purchases than non-nurtured leads. Along with spreading out your s, try nurturing beyond s altogether - social media, retargeting, direct mail, phone call, etc. Nurture marketing isn t just about . From the nurture, you can do things like set a task in your CRM for sales to follow up or automatically change a lead status. Salespeople are even able to add or remove their prospects from a nurture should they become sales qualified. No matter what touches you choose to add to your nurture, don t forget to analyze the results. Chances are, your success rate will drastically improve. < 5 >

7 3 Use a tool to automate your nurture marketing and keep sales involved. What if your prospect doesn t even open your s? What if they engage by visiting your website or attending a webinar? How do you even know when leads are ready for sales? It s simply too hard to tell when your processes are fragmented. CUE: MARKETING AUTOMATION By using a tool to automate nurture marketing, you can monitor the progression of leads to keep the dialogue going. The path leads travel is customized by you and includes activities like s, phone calls or events. Although you re using a marketing automation tool, don t forget to integrate it with your CRM and keep sales involved through the entire process. < 6 >

8 The 6 Basic Nurture Campaigns INTRO WELCOME Your prospects might not know anything about your brand or solutions. Bring them up to speed. Intro or welcome campaigns should typically provide some high-level information and are used to start a lasting conversation with newly acquired leads. STAY IN TOUCH Just because a prospect isn t ready to buy right now, you don t want to lose touch with them completely. Stay in touch campaigns allow you to stay top-of-mind and build credibility for when they are ready to make a decision. These campaigns help educate leads and position your company as a thought leader. REMARKET RECYCLED Your potential customers show interest in your company for a number of reasons without actually pulling the trigger to convert. Remarketing targets leads from people who have shown interest in a new way - including visiting your website, sending an , visiting your social media pages, etc. ACCELERATOR Are things you thought were moving quickly starting to slow down? Or do you think putting the process into overdrive will get things moving in the right direction? Accelerator campaigns attempt to nudge leads along in the process faster by providing relevant information at the right time. CLOSED LOST Sometimes your biggest competitor is simply the prospect not purchasing anything from anyone. Automated closed-lost nurtures give you a chance to revive the opportunity. CUSTOMER LIFECYCLE So your lead has turned into a customer, now what? This doesn t mean it s time to shut the conversation off. Customer lifecycle campaigns help customers with onboarding, keep them educated on industry trends and give them the opportunity to take advantage of other offerings and contract renewals. < 7 >

9 Sound too complex? If nurture marketing sounds too complex, never fear! You can take baby steps to get started or dive right in with a more sophisticated nurture. It s important to keep in mind that even though nurture marketing is used most often for leads, it can also be used to provide a meaningful experience for customers and partners, helping grow brand awareness, word-of-mouth and ultimately build loyal fans. Companies that excel at nurturing generate 50% more sales leads at 33% lower cost. < 8 >

10 Want more information? We help marketers like you acheive success. CONTACT US About Salesfusion Salesfusion makes enterprise-grade marketing automation accessible to everyone with a no-fail approach. Recognizing that marketing success depends not just on technology but also on expertise, processes and people, Salesfusion provides clients a team of marketing experts in addition to its complete and easy-to-use marketing automation platform. The company s solution includes all the features marketers need to create, manage and analyze marketing tactics and campaigns including & nurture marketing, lead scoring & management, website tracking & analytics, landing pages & forms, social media management, CRM integration and marketing dashboards. To learn more about Salesfusion s commitment to ensuring success during every stage of growth at an affordable price point, visit sales@salesfusion.com