7 Tips for Building a Lead Nurturing Campaign

We just finished a webinar on the basics of lead nurturing and as an accompaniment to that presentation, we thought we'd post some of our tried and true tips for building successful lead nurturing campaigns.

1. Start simple. Before getting into complicated branching scenarios within your campaign, just implement a few basic multi-step campaigns that send 3 or 4 emails on a time delay.
2. Don’t wear out your welcome. It is important to remember when creating a campaign and determining time intervals that you want to be careful about sending too many messages. The quickest way to destroy a relationship with a lead, is for them to feel bombarded by your touches. 
3. Just like regular email campaigns, the offer is critical. We can't emphasize this point enough. If your offer isn't properly stated and relevant to your audience then your campaign is useless.
4. Regular segmentation is your friend. Build tailored lead nurturing campaigns for each of your key sub-segments to ensure that your campaigns remain targeted. 
5. Test thoroughly and carefully before deploying. This is especially critical if you’re using automated tools. The advantage (and sometimes disadvantage) of using automated tools is the idea that you can, "set it and forget it,". Sometimes this can lead to neglect in regular testing and that can be detrimental to the overall success of your campaign.
6. Work out the hand-off between sales and marketing. How does sales add leads to nurturing programs? How does sales ensure a prospect doesn’t get nurtured? For your Lead Nurturing process to run smoothly, it's important to ensure that  your sales and marketing teams have a clear plan for the different aspects of your strategy. 
7. Measure and tweak overtime to improve results. Analytics for your campaigns are an important way to test your conversion rates, and to improve your campaigns for the future.

Posted by Amberlie Denny at March 30, 2010 3:45 PM

Comments

web design leads

These are great tips to attract leads. I thought you're done when you have the site up and running. It seems that is just the start. You still need an audience for that website. When you have an audience, you need to find a way to make them customers.

web design leads

You have great suggestions in attracting leads. I thought you're done when you have the site up and running. It seems that is just the start. You still need an audience for that website. When you have an audience, you need to find a way to make them customers.

jonn.msmithfi@gmail.com

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