Here's another article in a series that highlights how my clients have solved common content challenges. In this post, you'll learn how inContact built their successful lead nurturing email campaign and how you can follow their steps to create your own.
Building email lead nurturing campaigns might seem daunting, but I can attest they really pay off. My client, inContact, develops cloud solutions for contact centers, and has used these types of campaigns successfully with their Eloqua marketing automation system for a few years.
I'm often ask how to get started with email nurturing. Here are the six steps inContact followed to launch their campaigns:
It's always gratifying to know that folks who are trying to get their personal content beast under control find my webinar and articles on the subject helfpul.
44% of Software as a Service (SaaS) companies offer a limited time trial, or demo version, of their software for prospects to try before they buy. Surprisingly, most SaaS companies don’t seem to be following up with these warm leads in a personalized, engaging manner.
What do you do with your leads that aren’t yet ready to buy? If the answer is let them languish in your database, learn how to turn them into sales-ready leads with an email lead nurturing campaign.
Wouldn’t it be great to pull out a crystal ball and know exactly what your prospective technology buyers DON’T want in your marketing content?
According to Market2Lead, the sales cycle is nearly 25% shorter for nurtured leads.
Lead nurturing is a great method for staying in front of prospects that aren’t yet ready to buy from you. Most of us are aware that some percentage of the names in our database might have a cursory interest in our services, but due to timing, just aren’t in the market yet for a solution. However, if you implement a lead nurturing campaign, you can stay top-of-mind with these prospects so when they ARE ready to buy, they’ll think of you first.
When it comes to content – planning it, creating it, using it – Product Marketing’s role is often unclear. In many organizations, the role of content creator and planner is the Marketing Communications team. They handle outbound marketing execution, and hence, take the lead in content creation and distribution.
But given that Product Marketing is often a key business owner for a particular product or service, and probably cares a good deal about how their product is being marketed to buyers, it makes sense to include Product Marketing in content marketing efforts.
Plus product marketers have the buyer knowledge to create really good content. No one else in Marketing likely knows as much about their buyers as the product marketers.
Monday 9 am. The Sales VP is drumming his fingers on your desk demanding more leads for his team.
You have two choices:
1. Fire off an email offer to your entire database.
2. Calmly explain the advantages of quality over quantity.
I’d take #2.
It’s true: buyers want your marketing information. What they don’t want is your sales pitch.
They don’t want cold calls, or your Sales team bothering them just because they downloaded a white paper. It’s a sure turnoff in the sales process and could easily lead them to drop your company from their research.
It will Transform Your Team into Your Company’s Most Valuable Asset
Adele Revella is the queen of buyer personas. I was fortunate, early in my career, to attend Adele’s “Effective Product Marketing” class. It’s where I first heard of buyer personas and their positive effect on your organization, your revenue, and your professional reputation.
And Why MSU’ing is the Pits
Now, yes, I did attend Michigan State University, but MSU’ing is not about college. It’s about Making Stuff Up (that term is courtesy of Pragmatic Marketing) and it’s a rotten thing to experience if you’re in technology marketing.
If you’ve been a marketer for any length of time, you know that MSU’ing is not fun. It can cause the average marketing manager to sweat bullets.
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