The role of lead nurturing is not a glamorous one; its roll is specifically to move the ball forward and give customer’s information when they want it and in a format that they want it in through calls to action. A good lead nurture campaign has many components but the top four are Organization, Consistency, Segmented Database, and Content.
How do you know who you have contacted, how, and when? A good CRM Tool is very helpful in keeping organized in a lead nurturing and generating qualified sales leads on campaigns. As well, some CRM tools have automation and synchronization capabilities so you can link with an email automation tool and/or whatever email software you use for regular communications (Exchange, Lotus Notes, etc.) K.I.S.S. IT (Keep It Simple Silly). As well, the CRM tool can be used to handle note taking on each touch point, forecasting, and reminders for future calls to action.
With everyone doing more with less, a consistent message it is more important than ever. Track your sales lead’s indicators with email automation, web cookies, and call-to-action results. Knowing when is just as important as what content to present to your prospects and customers.
As well, reaching out to your prospects on a regular basis, getting ahead of your competition, and keeping your solution in their minds are all steps in becoming your prospects trusted advisor.
Once you have qualified and established your scoring you then need to break it up into segments. I would advise breaking the list up by what content you prefer to send to each prospect first. Then, you can make adjustments to the database as you go and the prospects will take themselves thru the each of the solutions by their responses therefore automatically adjusting the segments.
You will know very quickly who is interested in what and what is working or not by the lead generation scoring results.
Content is the key! I cannot stress this enough. Not just any content, you need relevant, timely, thought provoking content surrounding your solutions. Put yourself in your prospects shoes. You know what information targeted sales leads are asking for; give it to them. If you are having a hard time figuring out what to present, then ask your current customers what they would like to read about or even ask your prospects. I am sure they would be more than willing to give you several ideas on what information to give them.
There you have them The Top Four Important Things for Lead Nurturing: Organization, Consistency, Segment Database, and Content. Lead nurturing is crucial for setting qualified sales appointments. Without it prospects that are not ready to purchase now or in the immediate future are more likely going to fall off the sales grid and choose another company to work with.