Prelim to lead nurturing. Four things that you can do to get your house in order prior to implementing a lead nurturing program. While this is certainly not an all-inclusive list, engaging in the following tasks will greatly benefit you and your team as you embark on your Lead Nurturing efforts.
- Asset Inventory
Take stock in what you have. Most companies realize that they have far more content than first thought, however it is usually in multiple types (whitepapers, case studies, interviews, product data sheets, and the list goes on) as well as multiple formats (print media, video, audio, webinars, etc.).
Segment your Collateral by categorizing your content. Segments could include promotional, educational, jugular, time-based, internal, as well as “no longer relevant”.
Once you have collected and segmented your collateral, you absolutely need to make a determination on how successful it was. For online collateral, leveraging your analytics package is a great place to start. Understanding pageviews, downloads, return visits off your collateral (ex. Clickable links embedded in your pdf’s), as well as eventual contact (via online form, click to call, email, or IM) is key.For offline collateral, leverage your departments that can provide ancillary information as to the effectiveness of those pieces. Sales, Marketing, Customer service, Engineering can all provide a unique perspective as to the effectiveness or lack thereof of collateral.
For all collateral, it is important to get the prospects view, which brings us to our 3rd point.
Hopefully you have some understanding of your customer base. If not, utilize survey monkey or another platform to glean client data from those interacting with your current assets. Utilization of heat mapping software such as CrazyEgg, ClickTale, or Inspectlet can add insights into previously unseen layers into what your visitors are doing, where they are getting stuck even down to the individual question on a contact form. These technologies are inexpensive and well worth the time investment to learn more about what are working and what’s not with respect to your current lead generation efforts which directly impact how you nurture those leads.
- Aligning lead nurturing with your Company Strategy
This is so critical that it deserves its own post (coming soon). In short, there are so many companies that spend significant time, energy and resources to create an extremely sophisticated lead nurturing initiative that doesn’t correlate with the Company’s strategic goal(s). For the purposes here, please take the time to thoroughly understand what the end goal(s) are and align your Lead Nurturing Strategy to overall Company Strategy. Talk to Sales, talk to the executive branch to fully understand the strategy. Reiterate it back to those involved to ensure you have buy-in. And similar to testing (our next point), don’t assume the company strategy is static. In most cases it is not and changing economic conditions, quarterly results, competitive performance all may play a role in your company’s strategy and a temporary change in strategy is something you need to proactively prepare for.
Once you’ve created, repurposed, and aligned your messaging, you absolutely cannot set it and forget it. The amount of variables is almost endless. From content alignment tweaks, to Segments that need to be reworked, pricing being introduced too early/too late/not at all, and so on. Lead Nurturing as with most things online, is an iterative process. Once you begin, it is just another day. Within a week or perhaps sooner, you may be rejiggering things. It may help to actually begin thinking about what you want to test ahead of time so that when you launch you already have a list of things you are ready to engage with. Just keep in mind the overall Strategy so that you don’t take yourself out of scope.
If you have a great example of a company doing this right or wrong, please share with the audience.