Your Top 7 Questions About Lead Nurturing Campaigns Answered
You can’t build strong lead-nurturing campaigns in a day.
But do you want to know a secret?
With your lead nurturing basics in line, you can surely achieve it in a respectable amount of time.
To be an expert in lead nurturing, you must start with building your basics. And the best way to learn is to ask questions; as in the words of Oscar Wilde, “The answers are all out there; we just need to ask the right questions.”
If nurturing leads towards the end of your sales funnel is a topic that has always confused you, then this fast FAQ will help you clear out all your doubts.
What are Lead Nurturing Campaigns?
Lead nurturing is a robust process that educates prospects about everything you and your brand can do. It is a common practice in B2B and B2C marketing that helps establish lasting relationships with clients.
The goal of a lead nurturing program is not to sell anything to the leads. Instead, the main aim of nurturing is to address common consumer pain points and deliver relevant content.
Such practices assist in:
- Building a reliable market rapport
- Attracting potential customers at a faster pace
- Making the buyers’ journey easier
When your target audience is well-informed about your services and USPs, they are more likely to purchase. For example, if you have a SaaS, you need to educate your target consumer on how they can save their time and increase workflow efficiency with the help of your services. It helps grow your prospects’ confidence and smoothly converts them into sales.
Why are Lead Nurturing Campaigns Important?
After acquiring leads and filling the funnel, most marketers believe their job is over. Only focusing on the prospect acquisition aspect of the sales cycle can result in a high lead leakage rate.
Lead leakage refers to a situation where you are losing prospects successively as they go through the sales funnel.
According to research, 80% of marketing-generated leads never reach the sales team.
Lead leakage is a problem that marketers face because they cannot connect with their audience. When generating many leads, it might result in neglect of already acquired contacts. If such contacts are not given attention on time, you can lose them to competitors, prompting lead leakage.
Lead nurturing campaigns are a smart way to avoid the alienation of any prospect. You can customise them according to your consumer needs and share information that resonates with your audience. With such marketing strategies, you can build credibility for your brand and gain customer confidence. So that when prospects finally decide to buy, they choose your services.
How is Lead Nurturing Related to Lead Generation?
Lead generation Vs lead nurturing is a common debate in the marketing world. But both of these processes help in gaining quality leads and loyal clientele.
Lead generation is a compilation of various marketing methods to attract new leads. On the other hand, lead nurturing processes are all about communicating with prospects and turning them into customers.
Some standard lead generation methods are:
- Website development
- Paid campaign
Some prominent lead nurturing methods are:
- Email marketing
- Lead scoring
- Lead segmentation
Both of these methods are essential for developing an efficient sales funnel. While lead generation works at the top of the funnel, lead nurturing campaigns work at the middle and bottom of the funnel.
Many marketing methods are common to lead generation and nurturing, some of which are:
When to Start Building a Lead Nurturing Campaigns?
Developing effective lead nurturing campaigns can take time. So the sooner you start, the higher your chances are of creating nurturing processes that cater mainly to your target audience.
You can start by creating and exploring your buyers’ personas. It will help in planning and coming up with relevant content ideas. Marketers divide a sales funnel into four stages, awareness, consideration, buying, and retention. Based on which stage the prospect is present, you can deliver information that they will find useful.
Various types of content that you can share at different stages:
- Awareness: Blogs, whitepapers, e-books, and checklists work best for warming up new leads.
- Consideration: Free webinars and case studies will educate prospects about how your services can help them.
- Buying: Specification sheets, catalogues, and free demos can help seal the deal with a high-potential customer.
- Retention: Discounts and referral offers are a great way to keep in touch with established clients.
Who is Responsible for Lead Nurturing Campaigns?
Most businesses consider lead nurturing the marketing team’s job, which is wrong. Implementation of a strong lead nurturing campaign comes from unified marketing and sales team efforts.
The main goal of any company is to boost conversions and ROI. When there is no alignment between teams and employees for acquiring clients, it can result in lousy branding and longer sales cycles.
The sales team deals with prospects and clients daily, making them the perfect source for understanding consumer problems. Marketers must collaborate with their sales team for developing a more consumer-centric lead nurturing approach.
When sales and marketing have workflows based on shared data and strategies, it becomes easier for them to pitch to different lead segments in innovative ways.
Tasks on which marketing and sales team can work together:
- Creating buyers’ journey and persona
- Deciding criteria for tagging a prospect as a sales-qualified lead
- Forming feedback systems for coherence in strategies
Suggest read: Things to do Before Setting Up a Lead Nurturing Plan
How to Improve Lead Nurturing Campaigns?
To improve a lead nurturing campaign, you first need to identify the areas lacking efforts.
The KPIs highlighted below can help you figure that out:
- Email CTR
- Email unsubscribe rate
- Sales cycle length
Once you understand what is missing from your lead nurturing campaigns, use the strategies below to revamp them for better results.
1. Personalise Your Content
Every lead is different, which makes their needs different as well.
Successful and best lead nurturing campaigns have content that addresses consumers’ roadblocks while also pointing towards a solution. It helps establish your brand as an expert in the market and makes the prospects relate to your brand.
Personalizing your content according to what a particular segment of leads wants can increase your conversion chances. You can use methods like lead segmentation and lead scoring to divide your target contacts into various groups based on different attributes like:
- Demographic data
- Geographical data
- Online behaviour data
With the help of such information, you can understand your prospects and create a better buyer’s journey for them.
2. Consider a Multi-channel Approach
Marketers consider email nurturing as the core method for lead nurturing. But relying on a single channel for nurturing prospects from various segments can be difficult.
What if your emails have a low CTR rate, even though you have changed the copy many times?
It can be because the target audience scarcely uses emails.
Under such situations, a multi-channel approach can help you catch those leads in other ways. Platforms like LinkedIn, Quora, Instagram, and other social media allow engaging potential customers in enticing ways. With mobile-friendly landing pages and SMS, you can reach out to your customers anytime, anywhere.
A cross-channel approach will always assist you in mitigating lead leakage and enhancing lead quality.
3. Integrating Automation and Intent Data
Marketing automation tools make the job of lead nurturing a lot easier. Automation platforms like ActiveCampaign, Plezi, or Hubspot can efficiently execute multi-step nurturing processes without human assistance. They do so by using trigger actions to deploy a nurturing campaign. For example, if a lead downloads an e-book (trigger action), they receive a series of welcome emails filled with relevant information.
Integrating automation with lead nurturing workflow saves you time and money while restricting lead leakage.
For enhancing your nurturing further, you can start using intent data. It is a form of information that helps devise whether the lead intends to buy or not. With the assistance of intent-based marketing, you can differentiate strong leads from weak leads and reduce your sales cycle length.
Suggested Read: Top 5 B2B Lead Nurturing Strategies
When do Lead Nurturing Campaigns End?
- Welcome campaigns
- Booking campaigns
- Demo booking campaigns
- Long-term nurture campaigns
All of them end when the campaign achieves a set goal. For example, a booking campaign ends when a lead books a discovery call with the company.
But what if the lead never books a discovery call?
In such a situation, we do not abandon the prospects. We move them to long nurturing sequences where they get nurtured for a year or more.
From this analysis, you can guess that lead nurturing is a never-ending process. Even when the lead turns into a buyer, they get nurtured for upselling and cross-selling.
Suggested Read: A Simple Guide For Email Nurturing Campaigns With Examples
Before you go, don't forget to download this PDF resource offered on the page. This valuable resource provides a comprehensive collection of lead nurturing ideas that can assist you in enhancing your lead nurturing strategies and attaining improved outcomes.
With all your basic questions answered about lead nurturing campaigns, you are ready to attract, engage, and convert your prospects into high-ticket clients.
By aligning your sales and marketing team, you can leverage lead nurturing campaigns for better sales cycles. Keep an eye on your lead leakage rate and integrate automation with your nurturing processes. These practices will set you up for high conversions and stable lead flow.
If you still have any questions about lead nurturing campaigns that I left unanswered, I recommend you check out the ultimate guide to B2B lead nurturing. It will give you the answers and an in-depth understanding of the lead nurturing you are looking for.
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