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:
I love a good research report. For marketers, it’s the closest we come to having a crystal ball that gives us relatively concrete answers about nebulous subjects like buyer behavior. One of the areas where I see many of my clients have long conversations with their colleagues is their websites. Should we put our address in the footer? Should social media sharing buttons be located near every case study link? Will long contact forms turn our buyers off?
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.
In this post, I interview my colleague, webinar expert Mike Agron of WebAttract, on getting the highest ROI out of your webinars with lead nurturing. Learn the finer points of nurturing leads that aren't quite sales ready.
There's lots of information about content marketing out there, but it's a bit harder to find resources that directly apply to or are helpful to technology marketers. Since marketing technology is relatively unique, I've created a list called "Best Content Marketing Resources for Technology Marketers" on List.ly.
Please read it, share your opinions on the resources, and add your own favorites to the list so it continues to evolve into a useful resource.
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?
UBM TechWeb recently published an interesting report on what technology buyers want from their vendors’ content. As you might image, it didn’t involve requests for more product datasheets.
Rather they want fact-based, best practices-oriented content that helps them make purchasing decisions. Although this research is focused on the technology industry, the results can be applied to most any complex, B2B purchasing cycle.
(To see the what buyers don't want in your content, visit my post: "Technology Buyers' Biggest Marketing Turn-offs.")
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.
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.
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