What is Lead Nurturing Three Pronged Approach?
Lead nurturing three pronged approach is an efficient way to keep your marketing goals and content aligned. According to research, 80% of consumers prefer to buy from a brand that provides personalised experiences. As the demand for tailored content increases, it becomes crucial for marketers to have a framework they can utilise to generate effective lead nurturing campaigns.
The three pronged approach focuses on essential qualities that every lead nurturing system should have: timely, targeted, and efficient. Lead nurturing has a set of strategies that help in implementing the three pronged approach in a precise manner. In this blog, we will discuss the lead nurturing three pronged approach and how businesses can use various strategies to implement it.
Let’s dive in.
Main Elements of the Lead Nurturing Three Pronged Approach
Lead nurturing efforts should be timely to be effective. Marketers must send relevant and timely messages and offers to leads at each stage of the sales process. For example, if a lead has recently expressed interest in a product, it might be appropriate to send them a follow-up email or offer a free trial.
Timely delivery of content also showcases proactive brand presence. You can more effectively build relationships with leads and move them through the sales funnel by being timely with your lead nurturing efforts. It can help you increase conversions and ultimately grow your business.
It’s also important to note that being timely doesn’t just mean sending messages and offers at the right stage of the sales process. It means being responsive and available to leads with questions or concerns.
It can involve providing timely support through emails, phone, social media, live chat, or simply responding promptly to lead inquiries. By being timely and responsive, you can build trust and credibility with leads and improve the overall lead nurturing experience.
Personalisation is an essential aspect of lead nurturing. As lead nurturing focuses on building deep bonds with the leads, having a targeted marketing approach becomes critical. Filtering lead nurturing campaigns according to each lead’s specific needs and interests is the essence of personalisation.
Creating personas and understanding their pain points and probable behaviours makes it easier to allocate resources and efforts. Generating relevant content and sharing it in the right channels can help reach high-quality leads.
Efficient lead nurturing refers to the idea of streamlining and optimising your lead nurturing efforts. It helps save time and effort while still delivering high-quality ever-changing consumer demands. An efficient lead nurturing system allows marketers to optimise campaigns instead of building everything from ground zero.
Lead nurturing is not a one-time effort but deals with establishing channels that constantly nurture the brand’s presence within prospects, leads, and clients’ mind share. For such channels to be effective, a constant need to redefine benchmarks and set KPIs is critical. Execution and maintenance of lead nurturing depend on its metrics performance and data analysis to understand improvement areas.
How to Carry Out The Lead Nurturing Three Pronged Approach
For planning and implementing campaigns, according to the lead nurturing three pronged approach, there are specific strategies marketers can use. Let’s understand them.
1. Send Timely Follow-up Emails
If a lead has recently expressed interest in your product or service, it’s essential to follow up with them promptly. It can involve sending a thank-you email after a lead fills out a form, downloads a whitepaper, or offers a free trial or demo to leads who have shown interest in your product.
Suggested Read: A Simple Guide For Email Nurturing Campaigns With Examples
2. Use Triggered Emails
Triggered emails are automated messages sent to leads based on specific actions or behaviours. For example, you can set up a triggered email to send to a lead who hasn’t visited your website in a while or to a lead who has shown no engagement after the first touchpoint. You can engage or re-engage leads and keep them moving through the sales funnel by being timely with your triggered emails.
3. Use Templates and Pre-written Content
Rather than starting from scratch each time you create a lead nurturing campaign, consider using templates or pre-written content as a starting point. It can save you time and effort and help you create more consistent and cohesive messaging.
4. Segmenting lead
These allow you to address leads by name or other personal details in your communications. For example, you might use a tag to include a lead’s first name in the subject line of an email. As mentioned, segmenting leads into different groups based on characteristics or behaviours can help you deliver more targeted content and offers.
Suggested Read: Things to do Before Setting Up a Lead Nurturing Plan
5. Use Lead Scoring
Lead scoring is a way to rank leads based on their likelihood of becoming customers. By using lead scoring, you can prioritise and focus your efforts on the most promising leads rather than spending time and resources on leads that are less likely to convert.
Suggested Read: How to Create a Lead Scoring Model
6. Use Marketing Automation Software
This can help you automate lead nurturing activities, such as sending emails, creating landing pages, and tracking lead progress. It can save you time and effort and ensure that leads are consistently and efficiently nurtured throughout the sales funnel.
Suggested Read: B2B Marketing Automation: What is it and How to Use it to Drive Sales
7. Use Analytics and Data
By analysing data about lead behaviour and performance, you can identify areas where you can improve efficiency. For example, you might use KPIs, metrics, and other data to identify which lead nurturing campaigns are most effective or which channels are most effective for reaching leads.
Suggested Read: 5 Lead Nurturing KPIs To Measure for Better User Experience
8. Use A/B testing
A/B testing involves comparing two versions of a campaign or message to see which performs better. Using A/B testing, you can quickly identify what works and doesn’t and make data-driven decisions about your lead nurturing efforts.
Beginner’s Guide To Landing Page A/B Testing Framework
A/B Testing Emails: Best Practices to Follow
The lead nurturing three pronged approach is a framework for creating effective lead nurturing campaigns that are timely, targeted, and efficient. Keeping in mind the three prongs, creating a lead nurturing system becomes easier.
With the help of various lead nurturing strategies like lead scoring, segmentation, automation, etc., marketers can quickly revisit and analyse their campaigns for optimisation and better performance.
If you are interested in learning more about lead nurturing, then check out this extended guide:
B2B Lead Nurturing: The Ultimate Guide
5 Steps To Win Back Lost Leads With Lead Nurturing
What are Unqualified Leads: Identification and Management