Proven Marketing Practices to Nurture Leads
5. Determine the optimal contact strategy over time for customers
1. Build sufficient inbound lead volumes: Getting a steady stream of inbound leads to nurture is the hardest part of the equation. This requires constant cleansing and updating of data lists. Industry research shows that the average marketing database expires at the rate of 25 percent per year as people switch jobs, change email addresses, unsubscribe, etc. Secondly, you need to keep tabs on all those who have expressed an interest in your content by signing up for your newsletter and blog updates or following you on Twitter, LinkedIn or other social media. These aren't necessarily leads, but they're at least connected to you and this could act as a trigger for your nurturing campaign.
2. Create useful, valuable, "lovable" content: Buyers now come to the table much more informed than before. If you really want efforts to show results, you need to shift away from self-centered marketing and toward more informative, useful content that people actually want to see in their inbox. This might take longer and require more creative skills, but the results are well worth the effort.
3. Segment, segment, segment: A more granular segmentation of your database and campaigns can generate better returns. At Hubspot, leads are divided according to two characteristics: persona and lifecycle stage. When you categorize leads in this way, it becomes easier to employ a strategy that with content, language and other nuances that are most likely to resonate with the contacts.
Eloqua, a marketing automation Software as a Service (SaaS) company, shares six different types of lead nurturing programs based on their marketing research: