If your company is leveraging email marketing, there’s a good chance you’re using nurturing campaigns. While many companies leverage this strategy, it’s always good to review and reevaluate your efforts. So, in this blog we’re going to touch on everything you need to know about nurturing prospects, including how using nurturing campaigns can make a big difference on your bottom line.
What is Lead Nurturing?
Lead nurturing is the process of engaging with prospects throughout the sales process. This engagement helps foster relationships that hopefully turn into more revenue for your business and a happier customer base. Nurturing accomplishes many things. It helps, as just mentioned, build relationships which establish trust, gives prospects insight into your product or service and helps move prospects along the sales process. While not every deal will come as a result of lead nurturing, it’s an important part of sales engagement that shouldn't be overlooked.
What is a Nurturing Campaign?
A nurturing campaign is an email campaign built around the prospect, not around time like a drip campaign. In a drip campaign, you may send an email to a prospect every 3 weeks to try to stay relevant in their mind, regardless of outcome. In a nurture campaign, the timing and content of these emails is dependent on the prospects’ reactions. For example, the timing and content of your emails will change in a nurture campaign if the prospect visits your website or downloads an eBook. This helps give a more personalized feel to your engagement with them, hence the nurturing feel behind it. Nurture campaigns are all about nurturing a relationship with a prospect.
What Makes a Good Nurturing Campaign?
When trying to create the best nurture campaign, there’s lots to consider. First, you must make sure you’re targeting the right people. A nurture campaign is useless if you’re not going after the right personas. These are prospects you’re trying to build a connection with, so making sure that they are in your ICP and you understand their wants and needs helps ensure your efforts aren’t going to waste.
Second, you want to make sure you don’t come off as too eager to take their money. These campaigns are about building a relationship with these prospects, not asking them to sign on the dotted line on the first email. Make sure you’re sending them tailored content to their specific situation and helping guide them throughout the sales process. It’s by keeping this in mind that you ensure you’re nurturing them to become more comfortable with and knowledgeable about your business.
Third, make sure there’s a point to every email. People don’t like spam emails. So, it’s important to make sure your emails always have a reason for them. What’s the type of content in each email? Does it address their pain points? Does it give them insights into the challenges they face and how to solve them? What’s the call to action in each email? It’s important to make sure all these efforts are aligned across every email in the campaign. After all, if you’re putting effort into building a relationship with these prospects, you should make sure you’re doing the best you can to reach them.
For more tips, check out this HubSpot article!
Lead Nurturing Strategies
While there isn’t one nurturing strategy that will work perfectly for every organization, there are some things to keep in mind. For example, it’s important to consider reaching your target prospects across a variety of channels. This helps get your message in front of them in a variety of areas. Also, you may consider having a way to ensure you have a timely sales follow up process. If a prospect starts engaging with a piece of content, it’s important to note this and engage with them quickly while you’re still top of mind. There’s plenty of other things to keep in mind, but these were just a couple of ideas.
B2B Lead Nurturing Strategy
Specifically to B2B lead nurturing, one thing we’d recommend to keep in mind is to engage with more than one person at a specific account. Oftentimes in B2B sales you’re engaging with more than one decision maker or person at an account you’re trying to sell to. So, ensuring you’re building a relationship with everyone involved (with targeted content and messaging to their role) can help in the long run.
Lead Nurturing Emails Examples
You may be wondering what type of content to include in these nurturing emails, since we’ve talked about them so much. So, here’s a few ideas of types of emails that could be used throughout a nurture campaign:
- Highlight a specific pain point the prospect may have. After doing some research, find out what issue they might be trying to solve and send them a coordinated and topical piece of content that you have about this issue.
- Inform them of a new feature that your product or service will be offering. This may help solve a problem they’re having you couldn’t solve before, or may even help show you’re always innovating and trying to continuously improve your product.
- A follow up email when they download an eBook or some other piece of content on your website. Make sure to catch their attention while you’re top of mind.
There’s plenty of more good types of emails to include. Just remember, always send tailored content and always keep the messaging engaging!
Lead Nurturing in Salesforce with Salesvue
This may seem like a lot to handle and trust us, without a great process, it is. But, all this worry can be taken off your shoulders by leveraging a solution that helps make this process easier and hands free. With Salesvue, a Salesforce-native sales engagement platform, lead nurturing becomes not only easier, but scalable as well.
For example, with Salesvue you can automatically send follow up emails to prospects when they take action with our sales automation capabilities. If they download an eBook or engage with a previous email, they can automatically be added to a cadence that sends them the next email or could trigger a task to call them. This helps take the worry from your sellers away from missing out on a great opportunity to engage.
All in all, lead nurturing is something that needs to be considered. Building relationships with clients is a key part of the sales process, and you’re shooting yourself in the foot if you aren’t taking steps to accomplish this. Lead nurturing can seem like a very wide ranging difficult thing to get a handle on. But, with the right solutions in place, it becomes easier. With Salesvue, bring the entire lead nurturing process within Salesforce and help your sellers build these relationships with ease.
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