1. 7 Keys
To Successful Lead Nurturing
According to lead generation expert, Brian Carroll, author of Lead Generation for the Complex Sale, as many
as 9 out of 10 visitors to your website are not ready to buy now. This means you need to find a way to stay in
touch with that 9 and build trust – so that when they’re ready to buy, they buy from you.
The process of keeping in touch with prospective buyers by sharing valuable information till they’re ready to buy
is called “Lead Nurturing.”
Should you do Lead Nurturing?
HERE ARE SOME SALIENT FACTS FROM EXPERTS: Today’s marketers must
synchronize their marketing
throughout the buying
● Sales lead expert, Mac McIntosh, found that six months after
process, providing potential
inquiring, 23% of the surveyed subjects had bought the product buyers with high quality
or service, from the promoter or from a competitor. An content that is contextually
additional 67% indicated that they still intended to buy but they relevant. As Inside the Mind
were not ready. of the B2B Buyer showed,
● According to Forrester Research, companies that excel at lead buyers look for content
nurturing are able to generate 50% more sales-ready leads at throughout the buying cycle.
33% lower cost per lead.
● According to CSO Insights, companies that excel at lead It’s clear that lead nurturing
nurturing have 9% more sales reps make quota, and enjoy a makes economic sense, but
10% shorter ramp up time for new reps. most B2B sellers have no
idea how to set up a lead
● According to DemandGen Report, nurtured leads produce, on
nurturing program. So our
average, a 20 percent increase in sales opportunities versus goal here is to share
non-nurtured leads. actionable information.
2. What are the 7 Keys to a Successful
Lead Nurturing Program?
1. Lead nurturing starts with 5. Use Catch Factors®
research (credit: Ardath Albee of
MarketingInteractions)
Figure out who your ideal buyers are to get their attention
and research what makes them tick.
What are their problems? Where do they Make sure each piece of content can
go for information? How do they like to identify one or more Catch Factors
consume information? The better you
know them, the better you can ● Urgency (Why do they need it?)
communicate with them. ● Impact (What will result?)
● Effort (How hard will it be?)
2. Develop a content map ● Reputation (Can I trust you?) and
● Intent (Why should I buy from you?)
We have a sample on the Free Tools
page at Find New Customers, but you Include a Call to Action (What you want
want to map your content across the them to do, such as visit a landing page to
buying process using many buying learn more) and a Cliff Hanger® (Ardath
variable, such as industry, stage of Albee) – think of the TV show “Breaking
process, title, media type, etc. Your Bad” or “Rescue Me” Each show ends with
goal’s to help them move through the scene from
buying process. next week. Exciting stuff. That’s a cliff
hanger. You want to grab their interest and
3. Create missing content keep it.
Your content map will undoubtedly have 6. Space out your communication
holes. Create content to fill those holes.
Between 2 and 4 weeks is generally best.
4. Walk the buyer on a journey It’s ideal if you can ask the prospect for his
from Problem to Solution or her own preferred pace.
Your content should walk them on a 7. Launch your program, measure
journey – from the problems of today to the results and refine your
the solutions of tomorrow. With your program
insights, you should understand their
problems and how your products and Lead nurturing should be a continuous
services will be the solution to those journey, and not a task.
problems.
Jeff Ogden, the Fearless Competitor
Find New Customers
sales@findnewcustomers.com
www.twitter.com/fearlesscomp
Visit: www.findnewcustomers.com