The past 2 quarters, SIGMA has had the privilege of working closely with a B2B client to lay the foundation for a solid lead-nurturing program.
It is challenging to create a relevant stream of communications with your target audience that evolves over time.
Here are 5 challenges to building a successful lead-nurturing program:
1. Admit it — a successful lead nurturing program may look simple, but is not.
2. Not all customers/prospects are the same.
3. Content needs to match customer and stage in the nurture/sales cycle.
4. Creating great content requires a lot of dedicated resources — over a long time.
5. Remaining flexible: You need to be able to adapt as you go and grow.
While identifying and tackling these challenges, we discovered some key truths. I’ll call them the 3 KEY “C's” of lead-nurturing success.
3 KEY Cs:
- Coordination: Constant attention is required to coordinate between the client, content creators, list provider, and email partner. We created a 4-week schedule of deployment each month that assured that we had steady, but not overwhelming, deadlines to meet.
- Creativity: Creating a messaging matrix in advance ensured that key messages could be delivered in right-sized, right-timed installments over the pilot period that would gently guide prospects from recognition of the potential problem to choosing the best solution.We divided our customer and prospect bases into multiple segments after analyzing size and industry type within the data. These segments allowed us to create more tailored messaging and offer assets that were more suited to the specific audience and where their interests would lie.
- Commitment: At the heart of the nurture program was our client’s commitment to constantly creating new content: blogs, whitepapers, newsletters, videos, podcasts, info graphics and fact sheets were specifically designed to position their brand as the industry thought leaders, and to provide a variety of compelling information in the most interesting way possible.
Summary: We are seeing encouraging results after just a few months. The pilot phase is almost complete. Already we have modifications and tests for the next phase, as well as a realization that we now have to plan for additional communication layers to meet the differing needs of the engaged vs. the unengaged.