Nurture Playbook6 Campaigns to Jumpstart your Efforts

GETTING STARTED WITH NURTURES

Lead nurturing is no different than building long-term relationships. Its simply a strategy marketers use to stay in front of prospects, providing relevant, worthwhile content to warm them up or continue the conversation in an automated way.

Content forms the foundation of your lead nurture programs. Think of it like this - if lead nurturing is the engine, content is the fuel that keeps it running. Below is a list of suggestions for content worth including in your nurture campaigns:

Blog Post

eBook or whitepaper

Video

[ 1 ]

Analyst Report

Case study

Infographic

Outside trade publications with info or best practices about your industry

Thought Leadership Piece (usually published in a third party publication)

[ 2 ]

6 NURTURE CAMPAIGNS TO JUMPSTART YOUR EFFORTS

While there are a number of options for designing your nurture, here are 6 tried and true campaigns:

INTRODUCTION - NEW PROSPECT 4

REMARKET / RECYCLE 5

CLOSED / LOST 6

STAY IN TOUCH / LONG-TERM NURTURE 7

ACCELERATOR 8

WELCOME - NEW CUSTOMER 3

[ 3 ]

WELCOME - NEW CUSTOMER

What it is

The Welcome Nurture is a great opportunity to educate new customers. Whether you simply need to share key contacts information or details on how to get started, why not automate that process? A new customer nurture is just the way to do that.

Goal

Create a positive experience for new customers and provide necessary information for them to be successful.

Content to consider including

Welcome letter from your CEO, key contacts, educational materials such as webinars or user guides, and potentially new value-added products or services they should buy.

How to trigger the start of the campaign

If you are integrated with CRM, you can have this campaign start from an opportunity being closed/won.

Suggested length

Dependent on onboarding process and amount and type of information needed to communicate.

[ 4 ]

INTRODUCTION - NEW PROSPECT

What it is

If someone downloads content on your website or signs up to receive your communications, get the ball rolling with an introductory nurture.

Goal

Start to build a positive relationship.

Content to consider including

You want to be a valuable resource for your prospect by providing relevant, useful content that will help them do their job better. For the first several communications, share educational materials that help to explain the business problems you can help to solve. Keep it about the prospect and their business and avoid being too salesy.

How to trigger the start of the campaign

Set-up listeners to launch the nurture after certain forms are filled out / assets are downloaded.

Suggested length

Longer-term nurture, no more than one email per week or every other week.

[ 5 ]

REMARKET / RECYCLE

What it is

If a lead is passed to sales, but they are unable to get in touch, a remarket nurture is essential.

Goal

Remarket nurtures ensure leads do not leak out of the funnel, but are instead recycled. This gives marketing another chance to warm potential customers for sales.

Content to consider including

Newsletters, free educational webinars and thought leadership pieces that establish you as a trusted advisor (eBooks, whitepapers, third party articles, etc.).

How to trigger the start of the campaign

If you are integrated with CRM, you can have this campaign start from a lead status change (ie. No Response, Remarket).

Suggested length

Longer-term nurture. No more than one email every other week for several months.

[ 6 ]

CLOSED / LOST

What it is

Dont abandon leads who were once engaged in the sales process with you, but did not choose you in the end. Stay engaged with your closed / lost leads as they could be a long term opportunity again in the future.

Goal

Stay top of mind. Closed / lost opportunities were once considering purchasing from you, so remaining a trusted advisor could open doors back up for you in the future.

Content to consider including

Treat these emails as check-ins. Share thought leadership materials that will prove you as a trusted advisor (eBooks, white papers, third party articles, etc.).

How to trigger the start of the campaign

If you are integrated with CRM, you can have this campaign start from an opportunity being closed / lost.

Suggested length

Start about 3 months after losing the deal. One email per month for ~10 months.

[ 7 ]

STAY IN TOUCH / LONG-TERM

What it is

Useful when you have prospects that arent ready to buy.

Goal

It allows you to stay top of mind and build credibility for when they are ready to make a decision. These campaigns help educate prospects and position your company as a thought leader and authority on the subject. By remaining in contact with relevant and helpful information, the prospect will contact you when they are ready to move forward.

Content to consider including

Content that will establish awareness and educate your audience - relevant blogs, eBooks, white papers, newsletters and other thought leadership pieces.

How to trigger the start of the campaign

If you are integrated with CRM, you can have this campaign start from a lead status change (ie. Fit, Not Interested).

Suggested length

These should be further apart than most other nurture campaigns. About one email per month or every three weeks.

[ 8 ]

ACCELERATOR

What it is

Necessary when leads you thought were moving quickly start slowing down. Rather than throwing in the towel, use an accelerator program.

Goal

Attempt to nudge leads along in the process faster by providing relevant info at the right time.

Content to consider including

Materials that are relevant to the prospect. Look at what they are already interacting with and provide additional assets that give more information. Continue with more hard-hitting sales materials and meeting requests.

How to trigger the start of the campaign

Scoring listeners (once prospect hits a certain scoring threshold, campaign kicks off) or form complete listeners to launch the nurture after certain forms are filled out / assets are downloaded.

Suggested length

Ultimately, accelerator programs can be long or short. While we would never suggest overwhelming your recipient with several emails at once, the length really depends on that of your sales cycle and how quickly you are wanting to move things along.

[ 9 ]

CONDITIONAL ACTIONS BASED ON NURTURE RESPONSE

Be sure to take advantage of conditional actions in nurture builder. Just like you can automate adding people to nurtures based on lead status and other prospect actions, you can also prompt several different activities based on the actions a prospect takes with your emails.

Conditional Step Actions

Evaluate Actions with Past Emails (opens, clicks, etc.)

Reference Contact/Account/Opportunity field values

Check Landing Page Completions

See if they have been in another nurture

Other Actions

Add to list

Add CRM Task or Opportunity

Update Contact or Lead Record

Send Alert to Owner

Want more information?Check out Making the most of Inbound Marketing Efforts

Salesfusion makes the promise of marketing automation accessible to all levels of marketers. Shining a light on the handoff between sales and marketing with native integration to CRMs, Salesfusion creates a unified funnel to ensure no lead is left behind. More than 400 small and mid-sized businesses rely on this comprehensive yet easy-to-use platform to engage in long-term relationships that drive more qualified leads, improve conversion rates and increase revenue. For more information visit www.salesfusion.com or on Twitter @salesfusion.

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