Starting at $2499
73% of leads aren’t sales ready. Every company needs an ongoing email nurturing program so you’re top of mind with prospects when they’re ready to buy.
The most successful lead nurturing campaigns aren’t about selling – the best results come from helpful content that builds a trusting relationship.
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inContact, a cloud provider for contact centers uses Eloqua, their marketing automation system, extensively for lead nurturing. Their challenge was creating email streams for multiple personas that were in different stages of the buying cycle. I wrote their successful lead nurturing emails which measurably grew revenue and surpassed industry averages for open and click through rates. Read the case study here.
RingCube was a small technology startup that asked for my help with lead nurturing. They sold a great product, but awareness was low among their target buyers and the sales team was itching to close more deals.
I interviewed their sales team to understand their sales process, target market, the problems their solution solved, and the challenges they had in closing deals.
I developed a nurturing plan for regularly sending emails to existing leads with useful information about how RingCube solved their challenges. The plan also included "touchpoints" for their inside sales team to reach out to prospects via phone to answer questions. The result was an email marketing campaign that supported the Sales team’s efforts to develop leads and close deals.
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Lead nurturing is ideal if you have leads you want to stay in touch with so they’ll remember your company when they’re ready to buy. Consider email lead nurturing if you:
Most companies use their marketing automation system, like Eloqua or Aprimo, to regularly send helpful content to leads that aren't sales ready. The goal is to build a relationship with these leads and offer them useful information that addresses their challenges. Using your marketing automation system, you can track which prospects download assets and score them based on that behavior. If a prospect gets a high enough score, then you can then turn them over to your Sales team.
Email nurturing campaigns help prospects know, like, and trust your company and encourage them to take action that qualifies them as a "warm" lead. Regular, ongoing contact is great for staying top of mind with your prospects so they'll reach out to you when they're looking for a product or service like yours.
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I'm an experienced B2B technology marketer who creates content that gets results.
'Uncanny Ability to Transform Concepts'"Kim has an uncanny ability to transform your concepts, thoughts, and direction into reality. I've found many projects have come to fruition quickly in working with Kim."