The amazing thing about marketing automation and sales enabling technologies is that they enable us to achieve so much more than we were able to before. In today’s B2B environment, by simply applying the right tools to our business processes and workflow, we are able to reach a higher ground by connecting with relevant audiences in quite extraordinary ways.
All posts in Nurturing Campaigns
Re-engagement campaigns are the marketing activities that give a database that extra boost. Some leads are hot and others need a bit more work. Contacts in your list that haven’t shown any activity may be “inactive”, but “inactive” leads are not necessarily dead. The leads that haven’t been responsive to your marketing campaigns can still progress down the sales funnel – they just need a little extra love.
Re-engagement campaigns work to resuscitate “inactive” leads using lead nurturing campaigns that attempt to trigger a response from inactive contacts. It never hurts to test out old lists with new campaigns since one of the biggest reasons for inactivity is wrong timing in campaign execution. Your initial messages may have been relevant and valuable, but your timing was off. Timing is everything in customer engagement and it all depends on which stage of the sales cycle each lead is in: some leads may be further along in the funnel while others are in the beginning stages just doing research or looking to buy at a later time.
An email blast is not the right solution to generating more opportunities. The leads in your database are unique, because their needs differ. A lead nurturing program allows you to develop a relationship with leads in an effective way until they become ready to buy. The sales team will be happier when marketing is passing better qualified leads to them.
Two tips for lead nurturing success:
1. Personalization: Personalized emails have the potential of leading to higher click-through rates over mass email techniques. Merely changing the salutation in your outbound marketing messages could double your click-throughs. Now imagine targeting by contact role, industry, and/or geography. Personalizing emails in each of these categories will impact your ROI; personalizing for all three could potentially double and in some cases triple your conversions.
2. Timely Engagement: Other than targeting your leads with the right message, building rapport with your prospects at the right time is also important. Mapping out content to match each stage of the buying cycle is essential for driving the sales process. Establish yourself as an industry thought leader by providing relevant information. Sending a whitepaper on minimizing risk, improving productivity, or case study can work to position you as a source for valuable industry knowledge.
The number of email subscribers equals the number of leads you have in your database to nurture, and convert to new/repeat closed opportunities.
Two tips to increase your email subscribers:
Good Content: When prospects land on your website, they are obviously looking for good valuable content. The importance of this strategy is what’s going to drive more visitors to your website through search engines and social media. When you impress your visitors with the content on your website, they will instantly want more and subscribe to your email list or blog.
Call-to-Action Features: Add call-to-action features on every piece of communication. For example, if you release a blog post, video, or eBook, you should always have a hyperlink or button that allows them to sign up for more. Not every prospect will make it to your website and subscribe to your email list. Therefore, by having a subscribe button on the piece of content, it helps increase and attract more email subscribers.
Once you have these leads in your database, you’ll be able to nurture by sending monthly/quarterly newsletters, latest blog postings, and educational resources such as white papers and case studies. Overall, you want to keep your leads up-to-date with your company’s latest offerings and news. However, don’t immediately flood their inbox with information. Develop a strategy. You don’t want to scare them off by sending three emails a day, leading them to unsubscribe.
Marketers are gaining leverage in the continuous war with their friends at their local sales department.
It’s true, once upon a time, long before automated technology took a significant role in the field of marketing, the sales guys were to blame for failed efforts at potential client meetings. However, they always rebuked: “Marketing isn’t doing a good enough job at pre-qualifying the leads they send us!” So once marketing gained a significant advantage with marketing automation tools that would measure campaign performance and the quality of each lead, marketing once again got the upper hand.
Marketing and sales may continue to fight like cats and dogs forever, but that doesn’t change the fact they really have to get along despite their rivalry.