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 argentina whatsapp number data 5 million 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:
Know the current Customer Journey of your leads
Segment your database
Define your value proposition and how it will translate into content
Using a Marketing Automation Tool
Connect with other tools
Have multiple conversion options
Coordination with your sales team
Understanding your nurturing program measurement
Know the current Customer Journey of your leads
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, 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 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 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.
If your segment is at the brand awareness level, the type of content will probably be more high-level and less commercial: articles, guides, videos, etc. What we try to do in this phase is to spark the user's interest and make them identify our company as a reference.
If we are in a more consideration phase, we will try to share proof of value such as testimonials from other clients, success stories, free trials, etc.
Before you start working on your nurturing program, take inventory of the content you have and at what stage you can use it.
It is not enough to recycle any content to use it, it must be aligned with your program, updated, with a clear call to action. It is important to work closely with the content team and make them feel part of the success of this program.
Here is a guide to online content brainstorming .
Use a Marketing Automation tool
Marketing Automation tools have one main purpose: to help your potential client go through the customer journey: from entering the database and first interactions getting to know your product, to generating business opportunities and finally a satisfied and repeat customer. Using a tool like Pardot or Hubspot will allow you to implement a nurturing program automatically, reducing manual tasks that can lead to errors.
Less manual tasks will also give you the time you need to analyze the results and improve. Some tips on this implementation:
Don't overcomplicate your program: It's best to start simple and improve based on your users' response.
Use multiple channels: Marketing automation tools allow you to create segments and “attack” them through different channels. Use this advantage to get your message across through other channels.
