Nurturing Best Practices

 

Usage:

 

Companies leverage automated nurturing in many ways.

 

• As new leads show interest but are not ready to buy, nurturing programs educate, inform and even motivate potential customers towards the purchase

 

• Leads that have become stalled or inactive are nurtured and are often resurrected

 

• Customers are nurtured towards cross-sell and up-sell opportunities

 

Timing:

 

1. Identify the Average Sales Cycle for the product/service you'll be nurturing

 

2. For sales cycles longer than 6 months, send a new touch every 21 days for the duration of the sales cycle

 

3. For sales cycles shorter than 6 months, send a new touch every 14 days for the duration of the sales cycle

 

4. Test Frequency to Pinpoint Ideal Timing/Monitor Unsubscribes

 

Mapping Content to the Buyer's Journey:

 

For the Tire Kickers: Establish yourself as THE Thought Leader in your industry.

 

Get on the Short List: Include content that showcases similar solutions you've tackled for other clients with similar challenges.

 

Get Ready to Talk Turkey: Provide compelling proof why it makes good business sense to purchase your product or service NOW.

 

Target the Buying Committee:

 

In general there are 3 types of personas worth nurturing. Each requires a different conversation.

 

1. Those that will write the check

2. Those that will implement and manage your product/service

3. Those that will use your product/service

 

 

Nurturing the Buying Committee

(when you don't know who they are)