Lead Nurturing and Engagement
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.
Let’s discuss how we can help with your organization’s lead nurturing strategy.