Last week, Ken Krogue, President and Founder of InsideSales.com, and Derek Grant, Director of Sales at Pardot, teamed up for a webinar on the importance of lead nurturing. Sales and Marketing: Shifting Lead Nurturing into Overdrive discussed the process of moving leads from awareness to interest to need without draining your sales reps’ time — and if there’s one thing that attendees could take away from this hour-long webinar, it was this: the benefits of lead nurturing are too powerful to ignore.
But whether you’re just getting started with your first campaign or you’re an old pro, there are a lot of things to keep in mind when building an effective lead nurturing track. So here are a few lead nurturing essentials that you can’t afford to lose sight of as you build out your campaigns (and a quick checklist to help you keep them top-of-mind!).
The cardinal rule of lead nurturing: make sure that every email you send is actually providing value to its recipient. The primary goal of lead nurturing is to establish your brand as a thought leader and a trusted source of information; particularly in these early stages, sending content that seems self-promotional or sales-heavy can do more harm than good.
Studies show that you have 10 seconds to convince your reader that your content is worth their time. Don’t ramble in your nurturing emails. After a short greeting, get right to the content you’re sharing and a brief explanation of why they’ll find it valuable.
One of the most powerful benefits of lead nurturing (and of marketing automation in general) is the ability to deliver relevant messages — to truly provide the right information at the right time. So take the time to sit down and map out your strategy: identify 1) the major features and benefits of your product, 2) what needs these features address for your prospective buyer, 3) what content speaks to these needs, and 4) where in the sales cycle your prospect will find this content valuable. Even if you’re just getting started with lead nurturing, having a thorough understanding of your buyer’s journey is the first step towards a successful strategy.
Looking for more lead nurturing tips? Print out the tip sheet below as a daily reminder of lead nurturing best practices. And be sure to visit our Lead Nurturing Lab to work through some interactive drip programs and download our full Lead Nurturing Handbook!
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