The goal behind every marketing strategy is to make sales happen – Selling to either new or existing customer. Lead nurturing is no different. Ideally, a lead nurturing program is done for brand or product awareness, educating prospects/customers industry best practices, etc. The ultimate goal however is to make the prospect/customer buy your product/service.
It is thus very important you should emphasize on contextual lead nurturing – Nurturing prospects/customers based on their initial activities/conversation with you. Broadly, contextual lead nurturing demands from you
- To know what distinguishes your leads from other contacts in your list.
- How did this lead come in to your lead nurturing list – Free Sample Trial form, Downloaded a whitepaper, responded to your initial emails.
- Segment your lead nurturing prospect list based on Point 2.
People who have signed up for a free sample don’t need to be educated about your product, rather they expect some offers/discounts related emails from you. These people are closer to the sales cycle. Similarly, people who have signed up for a webinar or tradeshows are interested in your products and services. They expect more education/informative email and documents in support of your products/services. You cannot run same lead nurturing campaign for different categories of leads.
Thus it becomes very important to understand, through which way a prospect enter your lead nurturing program. Plan your nurturing program accordingly – context-based lead nurturing.
