Lead nurturing is a hot topic, and one that comes up on a day-to-day basis here at Pardot. Lead nurturing, also referred to as “drip marketing,” is the process of “dripping” valuable marketing content to leads based on preset time intervals or prospect actions. The goal is to automatically move prospects through the sales cycle and bring them to a sales-ready state — without wasting sales reps’ time with unnecessary manual processes.

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research) tweetbutton

If you’re just getting started with lead nurturing but aren’t exactly sure what content to send and when, we’re here to help! The worksheet below will help you organize your nurturing efforts by outlining the stages of your sales cycle (note: you may have more or less than six) and the audience(s) that you’re trying to reach. Then, you can map pieces of content to the appropriate stage of the sales cycle based on the needs and pain points of your intended audience. If you want more information on the timing of lead nurturing emails, check out our “Perfect Timing for Lead Nurturing” article.

Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research) tweetbutton

Want to learn more about lead nurturing? Visit our Lead Nurturing Lab to work through some interactive drip programs and download our full Lead Nurturing Handbook!

Lead nurturing worksheet

Nurturing-Lab-CTA

Jenna Hanington

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