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Effective Lead Nurturing Strategies

The document outlines six pillars of successful lead nurturing, emphasizing the importance of understanding different buyer journey scenarios and conducting thorough customer research. It advocates for a content audit to align nurturing programs with journey stages and suggests using progressive profiling for key accounts. Additionally, it highlights the need for a multichannel nurturing program and tracking engagement spikes to enhance buyer interactions and education.

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vin india
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2 views3 pages

Effective Lead Nurturing Strategies

The document outlines six pillars of successful lead nurturing, emphasizing the importance of understanding different buyer journey scenarios and conducting thorough customer research. It advocates for a content audit to align nurturing programs with journey stages and suggests using progressive profiling for key accounts. Additionally, it highlights the need for a multichannel nurturing program and tracking engagement spikes to enhance buyer interactions and education.

Uploaded by

vin india
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Lead nurturing ≠ 5-email automated sequence + retargeting begging a

prospect to book a demo. Here are 6 pillars of successful nurturing.

1. START WITH DIFFERENT BUYER JOURNEY SCENARIOS.

-Run customer research with key accounts from a select segment to


understand their buying journey and what triggers it

-Interview your sales team about the top-5 recently won deals to
complement the research insights.

-Look at digital analytics, CRM, and your marketing automation to define


digital journey traces

Extract from the research:

-Business and demand triggers that activate the buyer journey


-Channels your buyers use for professional education, networking and
vendor evaluation
-Buying committee structure
-Questions and concerns buyers have at different journey stages

2. CONTENT AUDIT

Analyze all available content assets:


- blog
- YouTube
- webinar recordings & decks
- knowledge base

and match it with the buyer journey.

You'll also see that for some journey stages, you don't have content. Add it
to your content plan.

3. ALIGN NURTURING PROGRAM WITH THE JOURNEY STAGES.

Not everybody who engages with your ads, content, or sign-ups for your
events is a lead.

Don't put everybody into a "push cadence" asking to book a demo.

Instead, segment every prospect by:

- tiers
- job role
- engagement intent

4. INCLUDE PROGRESSIVE PROFILING FOR TIER 1 AND TIER 2 ACCOUNTS.

- Run account research to collect as much information about their needs and
goals as possible.

- Connect and ask for feedback about the content on LinkedIn or via email.
Ask about the context (why they downloaded/engaged/signed up) and if it
helped (content quality feedback).

- Reach out with a self-segmentation email or survey

- Ask if they are interested in learning more about the topic. If yes, suggest
signing up for your newsletter, podcast, or other demand-gen assets.

5. DEVELOP MULTICHANNEL NURTURING PROGRAM.

- Add the prospect to a relevant retargeting sequence with nurturing content


- Replicate the retargeting sequence in your email automation
- Put the same content into a personalized content hub that also includes
buyer enablement content and product information
- Engage with their content or updates on LinkedIn
- Tag in relevant threads or share relevant content
- Invite to the relevant events
- Connect and engage with other buying committee members

6. TRACK ENGAGEMENT SPIKES.

Whenever you see a spike in engagement, ask target accounts if they have
any questions or need any help.

---
Understand what triggers the buyer journey and what are the typical steps.

Understand the questions and information your buyers are looking for.

Understand their jobs to be done and the education they need to get to at
least become curious about your product.

Then, develop your nurturing system aligned with how your buyers actually
buy.

#buyerjourney #strategy #b2bmarketing


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