You may ask, what is user nurturing? And you may wonder, why does a user need nurturing?

As you have
learnt throughout this course, a user goes through three major stages of the consumer funnel: awareness,
consideration and purchase.

First, you have to make a potential user aware of your products/services. Next, you have to make him/her
consider your product as a viable option in comparison to your competitors. In some cases, you may even
have to make the user consider the need for your product/service.

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Lastly, you have to push the user to the purchase stage where she/he will finally convert into a customer.
But along this journey at every stage, you need to develop relationships with the users by listening to their
needs and providing them information and answers. This process is known as User Nurturing.

According to Marketo’s research 50% of the leads in any system are not yet ready to buy and are need to
be nurtured. And it also stated that the companies that excel at user nurturing can generate 50% more
sales ready leads at a 33% lower cost. User nurturing can be very essential part of your marketing strategy
and we are going to learn all about it.

This module is divided into 3 parts, Lead qualification - Where you will understand how to determine how
valuable your leads are?

Email marketing - Where you will learn to use email marketing to nurture your leads, and Remarketing -
Where you will understand how to target the people who previously engaged with your website to convert
them into buyers.

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As we all know, a company has to generate sales on a continuous basis in order to grow and become
successful. However, the process just doesn’t flow from generating a lead to converting them into a
customer. There’s a lot that needs to happen between a lead coming in from various channels and closing
the sale. This is called lead qualification. While a huge number of leads is overwhelming but what is more
important is the quality of leads. We all know that no matter how much we spend on marketing, not every
person who inquires about our product or service is going to buy the product/service eventually. And this
leads to waste of time, efforts and money as the salespeople would hold onto wrong lead even though
they aren’t the potential customers. So, in this segment we would learn how to ensure we identify a right
lead who would become a customer.

Most marketers today will have to know how to work with leads that means what type of leads to attract,
how to qualify those leads and what to do about them if they don’t make a purchase immediately.

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Now that you’ve been involved in a lot of activities, using social media and all sorts of other channels to
generate leads. The big question is what you’re going to do about these leads?

Obviously at some point in time when you started your journey toward success you defined what type of
leads are your ideal leads.

And with large probability it’s likely that 60 to 70 per cent of leads that you have in your database currently
are the ones that are actually qualified to purchase from you at one point in time in the future. The rest are
not necessarily qualified today and many of them may not ever be qualified to purchase from you. But as I
said you don't make money, you don't become successful by having the leads just sitting there in the
database. You got to find a way to activate and stimulate these leads to take the next steps.

Now there are some concepts that I'd like to introduce to you; one of them which is nudging. Nudging is
like nudging like the word says; it’s a little nudge it’s a little reminder to people that “hey, I’m still here or
hey why don’t you go here and learn more about this or that product.” And for nudging you can use what
we call lead nurturing techniques which I’ll explain to you what is and a little bit about how you can do it
and you can also use what we can also call triggered activities.

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Trigger activities is a great way to once in awhile nudge people based on their behavior or their non
behavior. Imagine that you have a list of for example, 10,000 leads. They are sitting there in the database
and all of them have some sort of past behavior.

Some have downloaded a brochure, some have liked your LinkedIn page, others have browsed around on
your website, but each individual of them have done a number of activities in either your social networks,
on your website or elsewhere. So you go to figure out where the commonalities are and based on that
setup triggers and lead nurturing program.

Let me start by explaining exactly what triggers are; imagine that for every time you do an action there’s a
reaction or no action. That means if you send out an email there will be people who respond to that email
and people who don’t respond.

In my opinion you need to have a trigger for either group. If people initially engage with for example an
email, they click somewhere, come to a page, read that page and leave 30 seconds later. It’s fair to say that
they did not get enough information to make a purchase decision.

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One trigger you could do is to follow up a couple of days later and through the text that you share in that
particular e-mail, inspire people or stimulate people or encourage people to learn more about the product
that they already know a little bit about from their past visit.

The general rule here is that the more relevant your communication is and the more it relates back to the
past behaviour of that particular individual the better result you’ll get.

Now let’s get to the negative group in marketing as you probably know we have a tendency to focus on the
positives. So instead of saying we got 98 per cent non-response we are doing this which is like celebrating
victory because we got a 2 per cent response. I think that’s wrong. I think that we need to start asking the
critical questions which are why did the 98 per cent not respond?

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If we talk about e-mail marketing as an example there is one clear reason why many didn’t respond which
is they never saw the email either because it landed in the spam folder, it was filtered for other reasons or
simply because that person was travelling on the day the e-mail arrived and for that reason didn’t have
time to even look at their inbox in that particular day. And the next day that email is dead, not just that
email but pretty much all other newsletters or promotional emails.

The trick is really for you to understand how you can nudge those folks who didn’t engage with the first
email and you can do that in the same fashion which is to send another email two, three, four, five days
later and refer back to the initial communication. The better you are at combining this and making
backward references, the better your response rates will be.

What I mean by that, if UpGrad sends me an email about an upcoming course they have that will launch at
the end of the year and I didn’t respond the first time.

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It might be a good idea to send me a second email three days later that says “Hey Michael did you see the
email I sent you three, four days ago about this new program that we are launching and we have an event
in Mumbai where​ ​we are telling you more about this event”, or whatever it maybe. Now that’s triggers.

In the last segment we covered how generating a qualified lead is important to increase sales, but the story
does not end there. Think about how many times we have checked or inquired for a particular product but
didn’t end up buying? Same goes with our lead. Just because they came on our website or subscribe to our
newsletter, does not necessarily mean that the lead is ready to buy a certain product. We would have to
put a little more effort to ensure that the lead is considering us as an option. And that the next time they
think about the product, they would remember us first. But how do we even do that? Let us go ahead and
look at this segment where our subject matter expert would shed some light on this:

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Nurture programs are a little bit different because they are planned in a way that you look at sort of the
longevity of a relationship. It’s based on the premise that OTS needs to be very high. OTS as you may
remember is opportunity to see. So in many industries people need to see your message or have the
opportunity to see your message multiple times before they’re actually willing or interested to engage with
that message.

An example of a nurturing program let’s again use UpGrad dot com as the example, so as you know
UpGrad dot com, is an educational institution, offering various quality courses online.

For some people the investment of such a course in time first and foremost but also money is a bigger one.
So it’s not a snap decision that’s involved here; it takes a lot of consideration, comparing with competition
and so on.

Let’s say somebody comes in as a lead because they watched a video about one of our UpGrad dot com
courses but didn’t make an informed purchase decision.

UpGrad dot com would put them into a nurturing program and the way that’ll work is that two days later
the first email in the nurturing program would arrive and that email would give more information about
the quality of the education that UpGrad dot com offers.

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Based on the behavior that someone shows in that first email in the nurturing program, the second e-mail
in the nurturing program would offer content that we assume that the person is now interested in, now we
can only know that if that person interacted with the first e-mail in the nurturing program.

But it’s really really important that when you plan these nurturing programs you think about not just static
content for each one in sort of a one size fits all kind of approach. You want to try to make it as relevant
and as personalized as possible in each step.

And I know nurturing programs that literally go on for years, where every single week people leads who are
in the nurturing program they will receive a new educational, informative, inspirational or entertaining
e-mail, because it’s all about building trust very often. Think about yourself; think about your butcher, if
you have been happy with your butcher for the longest time it takes a lot for another butcher to switch
your business from your current butcher to a new one.

Sometimes there are big decisions involved and sometimes there’s a lot of emotion involved. For a new
vendor or a new business to earn the business from somebody, often trust needs to be built first.

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When trust is there people are more willing to take in information, they want to be educated, they want to
understand what your business is all about, they want to understand whom you do business with, who are
your customers, what do your customers say, who are your employees and so on and so forth.

So nurturing programs is really about the longevity when you have leads that you need, to work on for a
long period of time and gradually nudge them.

Well not gradually continuously nudge them to make them aware of what it is that you offer. Those two
things are really a huge part of working leads today.

In the next section we’ll talk a little bit about lead qualification and grading or I should say rating. Which I
believe is also an important component in order to make sure that the messages that you send out are as
relevant and as well timed as possible.

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Now, we learned how to nurture our leads but even the willingness to purchase is different from one lead
to the other right? Like a person came on the site for a minute just because his/her friend told her that the
site looks very cool and in the other case, a lead came on a site and was there for good 10 minutes -
Reading product descriptions and other blogs etc. Wouldn’t the latter be more willing to buy a product?
Similarly, there are certain techniques by which one can classify a lead and thus funnel out the right and
the best leads among all the leads generated. So, let’s go ahead and learn more about how can one classify
or qualify a lead.

Let’s look a little bit about how we can qualify leads to better understand who is in the market at any given
time to purchase our product. Who is most likely I should say to purchase our product. There are numerous
ways to do that and one can say that one is more correct than the other but the one we recommend here
is the two tiered lead qualification model that involves grading and scoring.

Just to explain that, lead grade is essentially kind of a matchmaking mechanism. It’s a mechanism where
the information you get about a potential lead for example their demographics, decision making capability,
budget, present vendor etcetera allows you to sort of make a pre-qualification of them right, so if you’re
selling to a predominantly large businesses and investments involved of one million dollars and above, it’s
very likely that a small business with few employees etcetera is going to purchase from you in the near
future. That’s one component of it.

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The second component is the scoring. Now the scoring is very dynamic. I should say grading could be
dynamic as well but let’s keep it at a relatively simple level for starters. The scoring is really a mechanism
where you add points based on what people do.

Let’s say somebody visits your website. You may add five points but if somebody downloads your brochure
you may add 25 points.

If somebody asks a salesperson to call them you may add 50 points. So the idea is that you qualify each of
the potential customer steps, trying to gauge which of these are more likely to lead to the most immediate
sale. If that makes sense and obviously somebody asks a salesperson to call, it’s probably because they’re
interested. They could be more interested than somebody who’s just browsing a thousand web pages on
your website.

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The idea is if you imagine going back to 10,000 leads that when you have grading and scoring in place you
will very likely very quickly see that of the 10,000 maybe only 20 per cent of them are graded in such a
fashion that you can say these are really qualified to purchase from us .

And sometimes if you’re B2B by the way if they are not qualified doesn’t mean that they’re completely
useless because it could be that the person registered in your database is not a decision maker but an
influence or technical user right.

It’s important when you are in B2B that you differentiate between company and contact, right, so you
qualify the company, you grade the company and also the contact person. But obviously when it comes to
the scoring it’s not done by companies, it’s done by persons, right.

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So you want to take both into account when you score the persons as well. I think the grading should be
relatively straightforward. Obviously in your definition what constitutes a good lead for you if you’re in B2B
you have already marked down what
1. demographics,
2. which industry do they come from,
3. how many employees or
4. what’s the revenue of the company etcetera
5. may be the credibility,
6. The creditworthiness of a company as well.

So I think that’s pretty straightforward.

We learned about grading and scoring in detail in the previous segment. We learned how grading is like
matchmaking, where every information gives us the idea about the leads’ buying intention. Scoring on the
other hand is like playing a video game wherein for each step we give the lead a certain point. However, if
there’s a positive score can't there be a negative score? Imagine every lead has a positive score but do all
of them convert to be your customer? No right? Then we are back to square one. Negative scoring comes
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handy in further focusing and targeting the right lead. Let us go ahead and learn more about negative
scoring in this segment from our subject matter expert.

When it comes to the scoring what’s really important is that you spend some time understanding which of
the actions they do actually have impact. Which of the actions actually are indicators of whether or not
they’re likely to purchase sooner or later?

Another very important aspect to take into account is negative scoring. So you don’t want to have a system
where someone can run up if you will a big score suddenly and not purchase and then just kind of stay
there because then it’s going to seem as if that person continues to be high interest right. So you want to
introduce negative scoring.

Let me give you an example. Negative score for example could be someone who has had a conversation
with a salesperson but says I’m not really ready to buy and by the way I’m not the only decision maker, I
have to involve a lot of my colleagues and we have a committee and what not, you may use a negative
score for that.

There are multiple other ways you can use negative scoring and it’s pretty common sense if you think
about it because the reality is what you really want to achieve is as an accurate picture as possible about
your total number of leads so that you’re able to make better decisions and prioritize the activities that you

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put into play in order to convert those leads to customers or convert them to meetings, or convert them to
whatever it is that you are trying to achieve.

So okay I’ll give two examples one that relates to marketing and one that relate to sales, okay. When we
talk about the negative scoring

So let’s say that a high score getting to a point where someone is qualified as a lead would use 500, if they
unsubscribe to your newsletter, I think it’s indicative of something. In that respect I would probably give
that a minus 25 or a minus 50.

Another example is when somebody has been qualified and you have allocated that particular lead to your
sales department and the salesperson talks to them and comes to the realization that this lead is not ready
to buy yet because of all kinds of things, it takes time, they haven’t decided, they don’t have the budget
and what not.

It could take years if they are ready to buy. So the salesperson will circulate it back to marketing and this is
a good example of a lead that you would then disqualify a little bit by for example giving them a minus 250.

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You see what we are doing here, essentially that lead was on the top of the priority list for us but because
we found out that they weren’t ready to buy now it’s going to take a long time, we really sort of
disqualified them back to, let’s called it the middle of our funnel however we defined that.

Hey there! In the last session we learned how to identify the right lead who will become a customer. Using
a proper lead qualification model helps us in differentiating a cold lead from a hot lead. A 360 degree view
on the leads will help us understand their requirement and address them on time. In this session our
subject matter expert will explain how to go about measuring a lead activity

So in addition to, what we have already spoken about concerning lead qualification, let’s talk a little bit
more about this what factors constitute lead quality. As we mentioned before there are two factors, one is
the grading and the other one is the scoring.

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So for example, if we, imagine a fictitious company called Razorbuzz. Their lead quality will depend on such
factors as the geography of the business so if they are selling to you as company’s primarily and the lead is
from India for example, then that may not be the best fit.

A category of business could be another aspect to take into consideration so if they wanna sell to let’s say
just as an example, if they wanna sell to e-commerce companies and the lead is from a retail store with
two outlets somewhere in Mumbai then probably that lead is not a good fit so those two aspects relate to
what we spoke about before is the grading of a lead.

When we talk about the scoring of the lead we can again look at razorbuzz and say how would they score.
One such component could be visiting the feature page of razorbuzz’s website, visiting the pricing page
would give a higher scoring because if people are checking pricing it’s usually indicative of intent of
purchase. So the question for you really is how do you quantify these factors?

I think one important aspect in terms of the grading which is questions you could ask the lead of
razorbuzz’s example, they might wanna ask - does a lead already use some sort of marketing software
because razorbuzz sells marketing software?

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So obviously if the lead says no we don’t it may be a more qualified lead than if they are already using a
competitor’s software.

So like I said for you is the question - how do you quantify these factors and then let me also mention that
based on the significance of the potential customer’s actions the score grade is assigned to each action and
the actions are rated based on their alignment with what you want to accomplish whether it’s your
business calls it’s your sales calls it’s your lead calls and general.

So let’s think for a moment about our funnel. You might remember we referred to the funnel in the
simplest form as a funnel consisting of a reverse pyramid that has three significant places - one is top of
funnel that is very often where leads first enter, middle of funnel is where there is little bit more hot more
ready to buy but not quite there yet and bottom of funnel if we used a simple form is where people are
ready to buy.

So the question is if a lot of your leads come in from the top of the funnel what is it that you can do in
order to move your leads further and further towards making a purchase?

We know that often leads actually get stuck in the last part of the funnel. We referred to as the bottom of
the funnel. That’s because that’s where they get confused?

That’s where they remember their competitors would do the same as you do so they wanna check their
competitor’s. That’s where they have to seek their approval internally or if it’s a business to consumer
maybe with their wife to see if the wife will allow them to make a new automotive purchase or whatever it
may be.

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So what we need to understand is how can we use triggers to help these leads better understand what we
are all about so that they naturally move further towards the purchase and one such example is if you
imagine that one of your potential new customers have been in the last step of the purchase process buy
they didn’t actually make the purchase.

So one trigger you can do is obviously trigger a message, that message could be on the website as a
personalized pop-up, it could be as an email or it could be as a phone call right where somebody actually
calls out because they know now this person was interested in making a purchase but didn’t actually
complete it. So there are many many ways for you to follow up with various triggers and using different
channels.

Now obviously it depends on how much they know about you and what you are selling and it depends on
how, let’s say, urgent their need is.

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If you are selling B2B often people need a lot of information even before they are willing to meet with you,
let alone make a purchase. So what we know from B2B that it usually works pretty well in terms of
notching leads and further improving the quality of your entire lead space.

To do activities such as webinar, you might want to do reminders of various things you can do remarketing
that works in B2B as well where you essentially nudge the person that you are trying to sell to in other
channels not just on your own website but on others websites as well.

I mentioned before the sales departments role and this is very effective if you use your sales force to
actually call out to leads but obviously you wanna try to focus their efforts around when we call the sales
qualified leads.

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So very often we differentiate between marketing qualified leads and they are the responsibility of the
marketing and when they reach a certain score then marketing passes them over to sales qualified leads.
But depending on the circumstances anyhow are often very effective to have a sales person actually talk to
a potential customer interview them further and based on that conversation score them and grade them
even deeper so that we get a better picture of whether this is actually a super qualified lead for now or if
it's a half-baked lead for following up on later.

But whatever you do this mix of activities is very important that you think and sort of in a multi-channel
kind of fashion where your leverage all types of channels that you can keeping in mind that you still want
to maintain a really really good return on marketing investment and finally you can use email marketing to
nurture and nudge these leads

One of the things about marketers is that we have this blank canvas whenever we start a new activity and
it's a very creative industry that we are in but it's really about how open we are to try new things because

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that blank canvas, it can be a become a success or failure it all depends on the decisions that we make in
terms of what we do with that blank canvas.

So let me give you an example that is about Pinterest. In the US, I believe the state of South Carolina, there
was a pretty lazy sheriff who is thinking about new ways to catch as he would put them they're criminals.

So one day this is what he told me one day I will speak into my cousin and my cousin has a daughter and
she her name is Charlene and Charlene told me about them their Pinterest and so I went in and had a look
at what that their Pinterest is all about and then I figured oh golly Molly that is a beautiful way for me to
catch myself some more criminals so here's what I did. I took them mug shots excuse me of them they're
criminals and then I put them up on the Shelf County Pinterest account and you know what happened, I
see that within our local community here in our county and before you knew it people start calling the
sheriff's office telling yourself you know Cheryl blir or he's wanted and I know where he is. He's sitting right
over our neighbours ports. It was really easy for my sheriff deputies to go ahead and go over to that porch
and pick up Leroy.

Now I'm sorry about my very very poor southern accent but really this is a true story. A sheriff's office was
thinking out of the box being experimental and just went ahead and try to see if Pinterest could somehow
help him catch some more criminals and it really worked and that is a true story. It's a so many interesting
things going on in the world of marketing and technology and as you probably know more and more
marketers are now controlling very substantial technology investments.

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But what I see across the world is that there's a lot of focus on capturing data but not enough focus on
making that data actionable and turning that data into all that insight and knowledge and into meaningful
communication. We need to look at how do we leverage all of the data that we collect to be able to better
communicate and convince and stimulate our audience and I think there's good news for all marketers
around probably take five to ten years before it fully is implemented across the board which is what is
known as machine learning.

Think about google, android I have happen to have one of those android phones also and I really really like
what they've done with what is called Google today.

So when I opened the phone at five a.m. in the morning, wherever I am and I do like this i saw to get my a
daily picture of what Google's machine learning things thinks i will be interested.

It gives me the weather, gives me stocks stock quotes, it gives me how long to the airport because i have to
leave two hours later whatever it may be. So a lot of information that really is targeted to me. I think all
marketers should be looking at division for Google today and what you experienced in search engines from
Google's and from google and youtube and so on and think about how can we apply the same and start
looking into machine learning.

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I know it sounds awfully technical and really dangerous and maybe also a little bit boring but I assure you, if
you get just a little bit of knowledge of what machine learning is all about and start making friends with
people who can put this into practice for you. You are going to be able to really transform the way you
engage with your audience that's a good bit of it let's be a little bit provocative can't do the acting now so
I’ll have to do it straight.

Social listening is a really really interesting area because there's no doubt about the fact that brands get an
awful lot of really interesting insights through social listening.

But listen come on now why are we isolating social listening in one silo when the reality is that if we were
able to make those conversations addressable and added to the rest of the behavioural the profiling in a
transactional insight we have about people we would be much better off and we would be much better off
in terms of understanding that that negative guy who's always on the social media talking crap about our
brand should we actually care?

Is he somebody who has a lifetime value? When we look at social listening we know we can get much more
benefit if we add whatever insight we get from social listening into a consolidated database or some like to
call the 360 view on our customers where we take everything into account and make enables us to make
much better decision based on individual customers and potential customers.

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So recently a company in India. It's a very large company with literally tens and millions of customers they
started taking more interest in what type of experience they delivered to their customers and as a result
they started listening to their customers by connecting with their customers through multiple platform and
I just heard a couple of days ago that the chairman and vice-chairman of this particular company said that
the insight they're getting from customers is transformational for their company because they get
information from customers that this about problems that they did not know were problems and they get
a lot of inspiration from customers who have suggestions ​on how this particular company can improve the
way they do service obviously improve their pricing many customers are interested in that.

Improving their products and all kinds of programs that are related to this particular brand including HR.
It's actually surprising that many customers has opinions about the people they need that represents a
given brand in any country and in any industry.

So social listening and listening in general can be a really really effective tool that can give you amazing
insight and like I mentioned for this particular company it is they believe transformational and it gives top
management a very action but action orientated plan for what they need to do in order to improve.

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They need they understand better where are the big problems that we need really need to prioritize right
now and fix as soon as possible and which are lesser problems that involve lesser number of customers
that we can take once we've solved a really really big issues and keep in mind that when you do Listening
whether it's social listening or listening through other platforms you usually not only get insight about your
own brand in your own business you also get insights about competitors and needless to say that can be
very very valuable for your business as well.

This was a very informative session on lead qualification. Let’s go back and look at what we learned in this
session. In this session, we learned about concepts likes

1. Nudging - Which is basically a small reminder to the leads and

2. Trigger- where we nudge a lead as per his/her behaviour and actions We then went on to learn
about the two tier

Lead qualification model which are basically

1. Grading and
2. Scoring

Grading helps in understanding if the leads are interested by collecting various information like their
demographics, budget etc. Scoring on the on the other hand is about giving the lead a score for each
action.

For example, if he/she visits the website he/she gets +5 points and if he/she fills a form then +15 points. So
on and so forth.

We also, learned about negative scoring. In this, we basically deducts points from the fetched points. This
gives a better picture about the lead’s buying intention. Once you start your online campaigns, we’ll be
bombarded with leads which are coming from multiple sources.

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By assigning lead score and by measuring lead activity we can identify the best lead. The factors to consider
for lead quality are:
a) Geography
b) Business category
c) Lead score

Through an example of a software company ‘Razorbuzz’ our subject matter expert explained to us how
different scores are assigned to users on different pages of the website. We then learned about different
triggers which are used to push users from one stage to the other of the customer funnel. The triggers
which we discussed were:
a) Website pop up
b) Email
c) Phone call

Later in the session we learned how after reaching a specific lead score the lead is passed from marketing
team to the sales team. We then learned about ‘Machine learning’ which can help collect specific details
about the lead to customise their experience. The simplest for machine learning can be seen on Google
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cards which every android mobile user experiences on a daily basis. Later, we learned about the technique
of social listening where companies are trying to listen to a lead’s conversation to improve their product
and services. Social listening also allows us to add score to leads which will eventually help us determine
the lead quality

Hope it was an insightful session on lead nurturing techniques. See you soon.

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© Copyright 2019. U Education Management Pvt. Ltd. All rights reserved