Today’s customer journey is not always linear. Sometimes a potential lead may take different paths before deciding to ultimately purchase a product or service. Not all Marketing Qualified Leads (MQL’s) convert into Sales Qualified Leads (SQL) immediately. You need to nurture them until they are ready to buy.
The journey may involve several other stops. Before becoming a paid customer, your lead might be doing research for a future purchase or could simply just be curious about what you have to offer. Either way, a sale is not imminent. Your marketing campaigns should have content speaking to needs at all stages.
It is now more important than ever for you to maintain the relationship between the lead and your business. This involves staying top of mind and educating your lead until they are ready to buy as well as standing at the ready if your customer decides to engage you with questions or concerns.
A Nurture Campaign can be part of your Lead Management Process for leads that are qualified but not ready to buy. This is an opportunity to use your marketing automation tool to nurture automatically by starting a drip sequence of emails. With the right solution in place, you can maintain thousands of relationships at a time. Have a look into your marketing database to see who could be nurtured. You will be surprised what you’ll find.
Lead Nurturing Examples:
|Re-Engagement||Top of Mind||Mid-Funnel||Onboarding||Renewal|
|Check the validity of existing emails and target your inactive MQLs with pieces of value-added content to see who might still be interested. Prospects can come back to you, this can be a reminder that you didn’t forget about them.||These set of emails keep your products and services top of mind at regular intervals. They are also an effective way to increase awareness and discover your value over time.||This a good opportunity to include case studies and white papers to sway the prospect in the last stages of the buying cycle||Launching an onboarding campaign for a new client improves the adoption of your product or service. Increase self-sufficiency by attracting attention to content like FAQ’s and next steps.||These campaigns are an effective way to notify and remind your customers to renew their contractual commitments with your service or product.|
When you’re thinking about what content you should use, it is important to take a look at the content you already have that can address your lead’s pain points. For example, prospects in an earlier awareness stage might need to discover their needs first, while leads who are ready to buy might want more specific white papers, case studies, and other documents to choose your solution.
Macro can help you create, set up, and maintain unique Nurture tracks through your platform of choice. Our team ensures that you are able to use the platform to its full potential and maximize the opportunities for fruitful long-term relationships with your qualified leads.
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