Turn visitors into loyal customers

Lead Nurturing for B2B, B2C and E-commerce

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LEAD NURTURING

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BASIC INFORMATION ABOUT LEAD NURTURING

Definition of Lead Nurturing

Why to implement Lead Nurturing

What exactly is Lead Nurturing and how it looks like?

Basic rules

INTRODUCING SIMPLE LEAD NURTURING PROGRAM

Know your lead

Create content

Scheduling emails

Use Marketing Automation

Test and optimize

ADVANCED LEAD NURTURING CAMPAIGNS

Solutions for Intermediate Marketers

Solutions for Advanced Marketers

Right pace

Frequently made mistakes

Before you start

SOURCES

Contents:

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http://www.salesmanago.comhttps://www.facebook.com/SALESmanagohttps://twitter.com/SALESmanagohttp://www.linkedin.com/groups/Marketing-Sales-Automation-SALESmanago-4166381https://plus.google.com/u/0/113774066485783399471

Basic Information about Lead Nurturing

Definition of Lead Nurturing

Why to implement Lead Nurturing

What exactly is Lead Nurturing and how it looks like?

Basic rules

Turn visitors into loyal customers

B2B

SALE

S

AUTOMATION

B2B

E-MAIL SALES

MAR

KETI

NG

B2C

SALE

S

LEAD NURTURING

E-M

AIL

MARKETING

e-comm

erce

3

http://www.salesmanago.comhttps://www.facebook.com/SALESmanagohttps://twitter.com/SALESmanagohttp://www.linkedin.com/groups/Marketing-Sales-Automation-SALESmanago-4166381https://plus.google.com/u/0/113774066485783399471

Marketers very often face the problem of lead immaturity: they invest time and money in acquiring leads which turn out not to be sales ready, because they simply dont have enough data about the product and the company to make a purchase decision. Combine such early stage lead with too pushy salespeople and you will get a recipe for disaster: lost relationship and wasted resources invested in attempts to establish it.

Definition of Lead Nurturing

Problem with acquired leads

Lead Nurturing solves the problem.

The term lead means a contact to a person, who gave us his contact data, so we can include that user in our communication and market-ing action. Yet we dont know whether our lead is really interested in the product, how much does he know about it and whether he will become our customer finally.

Lead

Examples of lead:

A person who downloaded our ebook, giving us his email address

A person who registered on our webinar

A person who subscribed to our newsletter

Most often a lead is not ready to buy after the first contact. Probably he is facing a problem our products can solve, but we need to make lead aware of that.

Not sales-ready leads cant be simply moved to sales. Presenting them offer too soon and pushing into purchase decision might backfire and you will lose your leads.

Thats why we set up Lead Nurturing program an automated series of emails to early stage leads that educate them and prepare for contact with sales reps. It the process we try to deliver all knowledge necessary for lead to make a decision.

For that reason Lead Nurturing is often compared to gardening, hence marketer acts here as a thoughtful and patient horticulturalist, who cares for the plant, waiting for it to blossom. And bear fruit. He knows that it takes time.

Nurturing

Lead Nurturing is an automated set of emailswith educational content sent to early stage leads.

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Why to implement Lead Nurturing ?

The idea of Lead Nurturing stems from a need to build a real long-lasting relationship with the customer, not just induce her to shop once. It means marketers should really try to understand customers and to earn trust which becomes a solid base for a relationship.

Real relationship with a client

Provides customers with knowledgeand data necessary to make a shopping decision

Respect users independence: todaycustomers prefer to control most of the shopping process, they search for informationon their own, compare offers and dont wantto be pushed to decide. Marketers rolechanged: now we should deliver knowledgethat helps customer decide on her own instead of pushing and tempting to buy

Shows that the company is an expertin the field, generous and happy to share their knowledge and tools

Gives substantial value to the customer, what makes customer grateful rather thanpushed to purchase. Positive emotionsare much better base for the customer-bran relationship

Nurtured lead become sales opportunities 20% more often, according do DemGen report.

Only 27% of leads you acquire are sales ready. What are you going to do with the rest?

More leads When to introduce Lead Nurturing?

Nurtured leads buy 47% more than non-nurtured ones (Annuitas Group). Why? Because well educated customers feel secure about the purchase, trust the brand and know exactly what do they pay for.

Higher profits

When you offer an innovativeproduct, unknown before

When you conduct B2B company

When your product has a longsales cycle and is preceded withlong research and consideration

When customers knowledge worksgood is beneficial for you (e.g. whenyou sell high quality clothes or ecologicalfood, you want to explain precisely whatdo customers pay for)

Turn visitors into loyal customers

Lead Nurturing:

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What exactly is Lead Nurturing and how it looks like?

Lead Nurturing mostly takes shape of a cycle of email message in which you welcome customers and introduce customer to new knowledge. It can also evolve in a full omnichannel campaign (more on that later).

Cycle of emails

Research on the customers (unless it hadnt been done before)

Lead Nurturing can be a cycle of 7 emails, sent once a week, including basic information on the problem solved by out product or service.

An example of minimal plan

7

Number 7 isnt random: research shows thay such amount of encounters with a brand is necessary for a customer to engage.

More advanced implementation include bigger amount of messages and lead segmentation: a different version of Lead Nurturing is prepared for each group of users (e.g. decisive and non-decisive people undergo different educational traits).

Advanced implementations

To implement Lead Nurturing you need:

What do you need to implement the basic Lead Nurturing?

The profile of your customers (Buyers Persona)

Educational content

Marketing Automation Software

Employees to undertake the following tasks:

Content creation

Campaign planning

Monitoring, analytics and optimization

Using a dedicated software

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Basic rules

Dont focus on the brand, but on the audience.What problems do they face? What do they need? What kind of content would be useful? Lead Nurturing is not an ad, but a conversation about customers problems.

Content creation

Its like a conversation. Ask for feedback and choose topics basing on analytics and research on what customers need.

Sound human Marketers tend to perceive customers as abstract ideas, not real humans with feelings and emotions. Developing Buyer Persona will help you with that: the more you know about your customers, the better you can address your communication to them. Write like you speak Be simple and easy to understand. Dont attempt to fill your texts with difficult, professional terms. Make it approachable for laymen.

Send first email in 24 hours from the moment user entered the website. Otherwise she might not remember you.

Plan of email sendings

Divide information into small chunks.Dont try to tell too much at once.

Care for coherence. All messages should make a sensible, logical whole.

Optimize: each business and each recipient is a separate audience. You have to find best content, form, volume and frequency by testing and constant optimizing.

Harmonious combination of all messages. Does your nurtured lead gets other messages from you? How do they match Lead Nurturing?

75%75% of leads don't make a purchase due to lack of Lead N