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10 Best Practices For Lead Nurturing

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Leads are valuable people who have indicated interest in your content and business by giving you their information in some way or other hence Leads are very important for any Business, But they don’t grow on trees. Some marketers have trouble generating enough leads, others generate plenty of leads. Thus arises the need for Lead Nurturing.

Lead nurturing is a powerful tool for your business. The applications of it actually extend through the entire length of the buyer journey, Thus from initial brand awareness to a repeat customer.

It is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey.

Let’s look at Some Most Noteworthy Facts

Sources: www.noahrickun.com

  • On average, 50% of the leads in any system are not yet ready to buy (Marketo).
  • Almost 80% of new leads never become sales (MarketingSherpa).
  • Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost (Marketo).
  • Nurtured leads makes 47% larger purchases than non-nurtured leads (The Annuitas Group).

Best Practices for Lead Nurturing

1. Personalization

According to National Client Email Report by DMA, personalized email campaigns Generates over 75% of revenue. Following can be done to personalize the email

  • Personalized greeting in the email campaigns.Personalization at Scale
  • Using an individual “from name” and email address, rather than the company name.
  • Add a picture of the team member or signature at the end.
  • Exclusive content based on the user’s interests and preferences.

2. Segmenting your Database

According to the 2015 Lead Nurturing Benchmark study by DGR, nearly six in ten B2B marketers said that segmentation based on interests and behaviors helped theSegmented approachm improve their lead nurturing programs. About two-third of them said such efforts drove better responses to campaigns and offers due to targeting and relevancy.Segmenting based on life cycle stage of the user is invaluable in setting up nurturing programs. Along with your buyer personas, knowledge of the life cycle stage of a user helps you decide the right communication and content.

3. Teach Your Leads

Your email content should have something valuable to teach your leads. You should Focus on moving leads incrementally through Sales Funnel,(Interest> Relevance>Need>Urgency). The best way to do is through Education. Calls to action are more effective when they come after informative content.

4. Be Brief

Delivering message in short and focused manner helps. Your lead should be able to glance at your email and within five seconds know the value it provides to them. Information overload leads to unsubscribe rate and reduces campaign effectiveness.

5. Natural Progression

Your email campaigns must have well planned Flow that pulls your leads through sales funnel. Beginning from welcome email the further mail may be very educational leading to need creation and ultimately reaching for call to action.

6. Testing When to Send your Emailsbest-time-of-day-to-send-email

Time of email being delivered plays a vital role in it reach and involvement with leads.  “right time” for any email campaign is very  product specific. While you can take into account some of the obvious factors like time-zone, offer type, etc, a large part of finding the right time would depend on testing .Make different segments of leads to test the time that yields best results for your emails. Track the CTR and open rate, type of device, etc to find the perfect timing.

7. Campaign Type

The target lead may be at different level of sales funnel, you must choose the type of email campaign keeping in mind your objective. There might be the different type of email campaign for lead nurturing like

  • Welcome Campaign – sending welcome emails to new leads along with information about company, product or services.
  • Top of mind Campaign – To engage with not quite sales ready leads at regular interval preventing leads from forgetting about you.
  • Reengagement Campaign – To engage with old inactive leads.
  • Product focused campaign – Campaigns for how your product can address the need of prospect.
  • Promotional campaign – When the prospect is near the purchase stage of sales funnel you can launch promotional campaign.
  • Renewal campaign – To remind you existing customers it’s time to renew their contracts.

8. Maintaining a lead Nurturing Calendar

A lead nurturing calendar could be an effective way of organizing the workflows and assigning responsibilities. The visibility of a calendar helps to remind every one of an ongoing flow and avoid any overlapping of emails.

You could document – saas-reengage-nurture

  • the segment that will receive the messages.
  • which messages will be sent.
  • when those messages will be sent.
  • who is responsible for content/design/execution.

9. Use Lead Scoring

Lead Score is the numerical value that indicates how close a lead is to being sales ready. Score may also be given to leads that have gone inactive and need to be reengaged. Content engagement is most important component of lead scoring. Many B2B companies also use the BANT framework (Budget, Authority, Needs, Timeline) as part of their initial scoring. According to the Lenskold Group, 68 percent of successful marketers say lead scoring based on content engagement makes the biggest impact.

10. Measurement

Finally, you sent out your lead nurturing campaign. But what now? How do you measure the performance? How do you improve it? According to Unica’s State of Marketing report, 57% of marketers cited “measurement, analysis, and learning” as the bigMeasure Your Growth Ruler to Review and Assess Progress to Goalgest bottleneck they face within their organizations.To begin with, these are some of the metrics you should be tracking in your email campaigns.

  • Open rate – Could help determine how many people are interested in listening to you and at what time.
  • Click Through Rate – You could know what type of content is resonating most with your audience.
  • Bounce rate – To measure if your users are finding your content relevant.
  • Unsubscribe rate – How often are people unsubscribing from your email list? Possible reasons.
  • Forwarding rate – Could determine the virality of your content.

Final Thoughts

Lead Nurturing takes a bit of effort to get right. The toughest bit is understanding your users well enough to be able to identify their challenges and proactively step in to assist. With dozens of tools at disposal, getting the processes right is a matter of continuous monitoring and iteration.

  • Email-Marketing


  • There are 2 comments


    • 12 months ago

      Anish George   /   Reply

      It is really a wonderful article. I was looking for unique strategies to generate more leads. You helped me out. Thanks for sharing Mr Abhishek.

      • 12 months ago

        Abhishek   /   Reply

        Welcome Anish, its so good to know when your hard work helps out your readers. 🙂

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