article | June 2, 2014
How to Build a Lead Nurture Campaign
SBI client experiences validate these findings. In a complex selling environment, impactful lead nurturing is a competitive advantage.
B2B CMOs are investing significant budget in driving top of the funnel leads. However few CMOs have the right nurturing process in place to convert leads. Form Fills that aren’t converted to sales ready leads represent lost potential.
Download the Lead Nurturing Contact Plan Guidance tool to plan your nurture framework.
CMOs will help make the number in 2014 with lead nurturing.
High-touch Nurturing is Required
Most nurture efforts give up on reaching a prospect after 3-4 unsuccessful attempts. Complex selling environments require a sustained, high-touch nurture path. On average prospects respond or decide to answer after 9x nurture impressions. Decision makers for complex sales require a high number of touches.
Most reasonable CMOs would reject the premise of 9+ touches. It sounds more like stalking than nurturing afterall. Don’t make assumptions on the right frequency without first reviewing data. The data doesn’t lie. SBI clients continually prove that a sustained nurture approach works.
There are two reasons:
The number of times you must “touch” a prospect averages 9x. Depending on the client, the optimum number can vary. SBI has clients with the optimum touch of seven, and others as high as twelve. CMOs should pilot a longer sequence and track results. The data will reveal the optimum frequency and then you can reduce touches.
It’s a marathon, not a sprint. The framework tool provides you the guidance to get your nurturing on track.
Types of Nurture Campaigns – Automated and 1-to-1 Personalized Nurturing
There are two key types of nurture campaigns. 1:1 Nurturing and Automated Nurturing. Both are effective at the right time and place.
Automated nurturing is delivered primarily through email. We experience the best and worst of marketing when receiving automated emails. Automated capability is required to scale marketing efforts. These are ideal for nurturing an unknown or early stage lead.
Frequency of Nurturing
A common misconception is that high frequency nurturing will frustrate prospects. It certainly can. Inward>Out company wack-wack brochure-speak will annoy anyone.
Outward>In Persona-based nurturing aligns with the buyer’s own criteria. A Lead Development Rep will follow a Persona when executing lead nurturing. Rather than interruption-based noise, lead nurturing is a resource. Value-based nurturing is not perceived as being invasive. Review this post on Content Development to download a content creation tool.
Top of the Funnel (ToFu) inquiries represent active interest. Calls and emails every 3-4 business days are not too frequent. CMOs should trust industry data and pilot to validate.
Executing a Nurture Framework
Plan your nurture approach with the framework in the free tool. CMOs should not let their teams over-think this. Guide your teams to pilot the framework ‘as is’ and adjust with live fire. Embrace agile marketing to test your lead nurturing and then adjust. This will get you from zero to results on the shortest path.
The framework is designed for 1:1 Nurturing. Simply remove the voicemail/call touch-points for automated email nurturing.
A few key points to keep in mind;
There are other required best practices for executing lead development. This tool focuses on the cadence and steps.
CMOs can help Make the Number in 2014 with lead nurturing. Download Lead Nurturing Contact Plan Guidance tool to plan your nurture framework. Feel free to connect with me on LinkedIn to set-up a brief call to discuss.