Nurture Your Leads

Process Overview

<p>Next, use the information you captured in the first three steps to identify different segments of leads based on their interests and likely position in the sales cycle. Did they convert on a middle-of-the-funnel offer such as a free trial or have they converted on more top-of-the-funnel offers such as educational ebooks, indicating they are closer to the top of the funnel?</p><p>For the leads that are not quite ready to pass off to sales, enter them into an appropriate Lead Campaign. Many of these leads will still be in the research or awareness phase, figuring out if your product will solve their pain points. This is where you need to educate these leads and demonstrate through more valuable content, promotional offers, etc. that your products/services are right for them, propelling them through the sales cycle.</p><p>Here are some tips for creating an effective lead nurturing campaign:</p><ul><li>Utilize a Content Map to determine what type of content you should provide to each type of lead.</li><li>Be personal in your email and social media communications in order to continue building the lead relationship.</li><li>Include relevant calls-to-action on all sources of content.</li><li>Continue the relationship from the first contact until the lead is ready to pass off to sales, offering targeted content to push them along</li></ul>