campaign strategy

1. Lead Nurturing
Week 12

2. What it is?
“Not all leads are created equal.”
• A process of engaging new and past leads through a
series of correspondence and ongoing engagement
that is targeted to your prospects based on their
behavior, interests, or activity, with the end goal of
gaining their business.

3. Let’s break it down
• The majority of leads that come into your funnel through
optimization, promotion and distribution are qualified
but not necessarily ready to buy
• 50% of leads are not yet ready to buy
• You have the option of leaving them untouched or to
build a level of trust with them so that when they are
ready to take the next step you are a part of their evoke
set
• People buy from people they like and trust

4. Why is it important?
“It’s essentially courtship before marriage”

5. Why does my business need it?
• Relationship building
• Though leadership
• Lead Nurturing Shortens the Sales Cycle

6. Lead nurturing – Basic
Phases

7. Basic Phases
Hand shake – Nice to meet you
• Goal: To attract and convert a casual visitor to an interested lead.
Conversation: “Let’s get to know each other”
• Goal: To build a relationship, inform, educate, and solve a problem.
• You and your prospect get to know each other
• You deliver them engaging content, re-engage them on different platforms
Contact: “Tell me more”
• Goal: To convert a lead into a legitimate prospect.
• You’ve proven yourself by providing content that was relevant to your prospect’s
interests, and you’ve compelled them to reach out for further information.
• The conversation doesn’t stop here, though. You will continue to offer helpful,
useful content throughout the Contact Phase to get to a point where a proposal
is sent or a product purchase is more seriously considered.

8. Basic Phases
Qualification: “Are we a good fit?”
• Goal: To prove your expertise and usefulness specific to a lead’s pain points and
convert them to a customer.
• At the last leg of the race , the consumer wants to know that you are the best in
the amount of money their paying
• Your content or conversation with them now should explain to them why that is
the case
Close: “Let’s get started”
• Goal: To create a strong, happy customer relationship that naturally encourages
further business.

9. Example
The length of each phase will differ
depending on your industry
For example, the amount of time a
person spends buying a security
software is different than a pair of
shoes

10. Designing your own lead
nurturing program

11. Four elements
• Trustworthy
• Relevant
• Multiple- channel
• Measurable

12. You need data, Lots of data
• Sign up ( single sign in, implicit sign in,
explicit sign in)
• Maintain your list ( unsubscribe
option should be there)
• Maintain your database health
Segmentation
• Based on dimensions such as this
• Based on customer behavior

13. Content for lead nurturing
‘411 rule’
• For every 4 informative pieces you
provide you can have one soft sell
piece of content and one hard-sell
offer like a demo.
• ORIGINAL
• Curated
• User generated

14. E-newsletter
For prospects as well as customers
• Internal News: hiring, changes/expansion of services, team photos, and
more.
• Content: highlight of the top content you’ve created during the month to
show what you’ve been up to and provide interesting material for your
recipients.
• Product or Service Updates: announcements for expanded or new services
and products is a great way to show your growth and offerings.
• Events: if you are participating in conferences, putting on workshops or
seminars, this is the place to broadcast your involvement and show
opportunities for further education.
• Industry News: larger news and shifts in your industry are useful snippets of
content to provide timely information to people who may have not heard
elsewhere.

15. Email
• Promotional
• Alerts
• Relationship building ( most used)
• Reminder
• Email best practices
Subject lines
• Long or short
Sender
• Company, department, person, product
The body
• Html version should be given
• Not too complicated
• Over the fold content that people see

16. Others
• Blogs and Articles
• Product or Service Update
• Any promotions
• Enhancements in the product
• Award received
• Case studies
• POV’s, Whitepapers, and Free Guides
• Webinars
Discovery – polls in the session, live Q % A
Targeted ASAP delivery ( people who attended the webinar, people who did not attend
the webinar)
Follow-Up Content

21. Nurturing on multiple channels
• Re-targeting
• Dynamic content -
personalization
• Social
• Direct mail – Add purls (
Personalized URL)
• Sales enablement – Get sales
to call them when a lead
completes a sales or
marketing qualified objective
• Be mobile ( responsive )