Lead nurture campaigns help you build and maintain relationships with leads, no matter where they are in your sales cycle. Even if leads are not sales-ready, you can still keep them engaged with relevant content. In fact, with the right lead nurture strategy in place, you can prevent leads from going cold and provide the information they need to make a decision.
Follow these 3 steps to get results from your lead nurture campaigns:
- Segment your database
Did you know that 9% more sales reps make quota at companies that excel at lead nurturing (Source: CSO Insights)? If you want to see similar results from your lead nurture campaigns, you need to first know who your leads are, and what they’re interested in.
Any time you generate a new lead, you should compare that person to your buyer personas. Start by analyzing the common titles, job functions, company sizes, and industries in your database. Where does this new contact fit in? This information will help you segment your database and place new leads in appropriate nurture campaigns.
- Send a variety of relevant content
Lead nurturing gives you the opportunity to provide value and position your organization as a thought leader. No matter how many leads you’ve gathered, you should treat each one as an individual.
Pay attention to how contacts first enter your database. For instance, someone who signs up for a webinar on ways to shorten the sales cycle should not be placed in the same campaign as someone who downloads a whitepaper on email marketing tips.
In addition, your leads will be looking for different information, depending on where they are in the sales cycle. Providing a variety of content, such as whitepapers, webinars, and email newsletters, will help you gain their trust. As a result, they’ll be more likely to make a purchase in the future.
- Monitor and update campaigns
Lead nurture campaigns allow you to keep in touch with your leads until they’re ready to become customers. However, this only works if you have the right contact information.
Think about it – the U.S. Department of Labor projects a 30-40% annual turnover rate in corporate America. As such, some of your contacts may no longer be the right decision makers.
Avoid this issue altogether by monitoring your campaigns on a regular basis. If you have a low click-through-rate or a high unsubscribe rate, you may need to update your database.
Do you have any lead nurture strategies in place? Let us know in the comments below!