6. Part One
What Is Lead Nurturing?
InTouch What Lead Nurturing –
prospects on your Web site are there to
acquire. Many companies do a good job at
prospects in a way that is both
Lead nurturing
According to Report,
six weeks to see if they are
ready to buy
with a new case study
your company’s products
and to be there when they are ready to
into account your prospects’
make a buying decision.
interests or needs at their stage
of buying
from you.
02
8. Part One
What Is Lead Nurturing?
be “pre-‐wired” for success.
asymmetry between the upside and downside
be rewarded for making a good purchase,
but a bad purchase can damage the buyer’s
04
14. Part Two
Lead Nurturing Basics
Incoming Lead Processing campaigns are further, many experts recommend adding to Permission
out of your nurturing programs. The topic
much debate among marketers. At the most
permission. Just because
address doesn’t mean you
mean it’s permission either.
you went.”
This is where automated campaigns can
permission marketers may disagree, permission. When recipients respond, you
at many companies.
you can either send them a “second chance”,
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18. Part Two
Lead Nurturing Basics
a prospect goes through in buying your
Enquiro suggests
each prospect.
and backwards through the process as they
prospect goes through as they purchase your
14
20. Part Two
Lead Nurturing Basics
How Marketo Does It
Marketo’s nurturing program
a month is not enough.
nurturing content spread across
across the nurturing programs.
There are two things to keep in mind here.
a whitepaper from your Web site,
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28. Part Three
How Marketo Does It
campaigns in two ways.
a rigid, mapped-‐out process. When you’re First, when Prospects reach
that indicates interest but then
instead, use this data to create new segments
In the beginning, it’s best to resist this
we trigger a series of high
on path A. If they begin to exhibit stronger
interest, you can jump them to path B
you can send them back to path A or create
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36. Part Four
Before Nurturing
1 Number of new prospects per month –
Prospects Prospect-‐to-‐Lead Leads
database at beginning on month –
New 800 80
prospects that month – Let’s use 80.
10,000 40
Database
Prospects Prospect-‐to-‐Lead Leads
New 800 80
(created < 30 days).
10,000 100
Database
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40.
your company’s brand and your customer’s
s,
campaigns to interact with your prospects
for nurturing
s you gain deeper insight into their buying
s
s to increase
36