May 23, 2019
Automated lead nurturing
Lead nurturing could be your most crucial marketing strategy in 2019. 30-50% of qualified leads aren’t ready to buy when they first inquire about your business (Gleanster). However, approximately three-quarters of those leads will become sales-ready within 12 to 18 months. It makes sense. After all, B2B purchases tend to have longer decision-making processes — and if you go out of sight after the first touch, you end up out of mind.
With that in mind, how should you approach your lead nurturing efforts? In this article, we’ll discuss 4 lead nurturing best practices that you should try today.
Experiment with a variety of content formats
Everyone digests information differently. Some prefer long-form content such as white papers or ebooks, while others absorb information while watching videos and webinars. Others will also prefer skimmable content such as infographics and listicles.
When executing a lead nurturing strategy, most businesses tend to default to a drip campaign with gated content such as a popular blog post. However, it’s vital to ensure that your lead nurture journey takes the above different content preferences into consideration if you want to capture your audience’s full attention. For this reason, we suggest using a mix of content formats to broaden the audience who will engage with your content.
Think about sending data enrichment emails
Every touchpoint is another opportunity for you to learn about your leads and create a more personalized experience. Customers are also more likely to respond to an offer if it’s personalized rather than generic. And by personalized, we don’t mean just including your recipient’s first name in the email subject line or opening paragraph.
Instead, we’re talking about taking personalization to the next level and taking advantage of the endless opportunities to utilize demographic, engagement, CRM, and user behavior events. One way you can take your personalization to the next level is to try sending data enrichment emails as part of your lead nurturing strategy.
Data enrichment emails ask the reader to self-identify with the answer that most pertains to them. Each link includes a unique UTM parameter to that selection; so when a lead clicks on a particular link, their contact records are updated according to what they’ve selected. This allows marketers to not only send them content that’s relevant to their response but also route them to the proper sales channel via a CRM such as Pipedrive when they’re qualified. Marketers end up knowing more about the lead, and the lead has a more tailored experience. It really is a win-win situation. Here are a few examples of data enrichment questions you can ask your leads:
- “What type of content do you want to receive?”
- “Which products are you interested in?”
- “What’s your company size?”
- “What is your job title or role?”
It’s a good idea to throw in data enrichment emails after every 3-5 sends, to give your contacts a little break from your perfect lead nurture email show.
Go beyond email marketing
The average person receives 121 emails every day and the open rate for those emails in North America is only 30.6% (DMR). What does this mean? You only have a one-in-four chance to get your content to your lead. Increase your chances of getting noticed by utilizing another channel or even better, a multi-channel marketing strategy. By doing the latter, you can reach your audience wherever they are in the world, whether they’re on their phone, browsing your website, and in your app.
Invest time and effort into your customer onboarding journey
When a new lead enters your nurture journey, it’s important to welcome them into your community via a customer onboarding journey. As you can see below, your lead will receive a welcome email after they sign up. Your welcome email serves as a way for you to quickly engage a new lead, set an expectation of what’s to come, and is a chance for you both to learn a bit more about each other. Welcome emails are key to increasing opens and clicks and also help with reducing unsubscribes throughout the nurture journey. You want to make sure they’ll click the next time they see an email from you in their inbox!
Watch those leads grow!
We suggest adding one or two of these tactics to your lead nurturing journey and monitoring the results. Does adding a welcome email help reduce unsubscribes? How many people engage with your data enrichment emails? Does adding a few Headsup or text messages increase your engagement rates? There’s no right or wrong strategy here — just what works and what works better for your business!