Lead Nurturing and Engagement
Our approach to lead nurturing involves a data driven and personalized informative journey with contextual messaging aligned with the funnel stage to drive engagement and prepare the leads for sales conversations.
It is a known fact that majority of the people who engage with outbound marketing campaigns are not ready to make the purchasing decision immediately. Prospective customers that an organization would want to convert to paying customers normally need a lot of information to reach the comfort level of making the buying decisions. For marketers, it is super critical to have an engaging nurture strategy customized for different kinds of personas in the organization who are in the different phases of the buying cycle from awareness, consideration, preference, purchase etc. Nurtures themselves could have different goals ranging from driving engagement with the potential customers about the brand of an organization, thought leadership to accelerating the leads through the funnel etc. Nurturing is an on-going process, that auto qualifies leads for sales conversations based on their engagement with the different phases of the nurtures.
As part of our engagement and nurture strategy services, we work with the marketing organization to understand the sales and marketing operating model and buyer’s journey to come up with a highly customized nurture strategy framework to nurture prospects and prepare them for the buying cycle. This framework is built in alignment with the lead scoring and revenue model (demand funnel) frameworks to make sure that sales and marketing teams are alerted when the prospects have been qualified by the appropriate nurture streams on the basis of their alignment with the buyer personas and their engagement with the high value content that signals buying intent.
While others see nurturing as a series of emails, we see nurturing differently. For us, nurturing is a strategic tactic to drive engagement and awareness about the brand. According to our team at marqeu, lead nurturing is not a one off campaign but a well planned contextual and personalized journey. So for its success, a well-planned strategy is needed. Our nurture strategy and implementation services are comprehensive and cover the following areas:
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Defining the goals and objectives of different nurture streams (awareness, consideration, preference, purchase) and the criteria for measuring their success.
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Driving the alignment between the nurture streams and the funnel stages – new leads, recycled leads, lost opportunities etc.
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Designing the over arching themes and creative for the nurtures.
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Discovering the overlaps of the nurture streams with the other on-going campaigns and suppressions.
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Engaging with the teams to provide pointers for messaging, content and assets related to nurture streams.
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Planning for the touch points and the timing of the nurture streams.
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Building the Call to Action (CTA) associated with each of the touch points in the nurtures.
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Building the rules for the entry and exit criteria for the nurture streams and the rules for re-entry.
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Driving consensus around the qualifying criteria and the follow-up plan for the nurture streams.
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Comprehensive reporting and analysis for nurture engagements to continuously optimize the performance.