If you’re involved in marketing, chances are that you’re constantly looking for ways to improve the effectiveness of your lead generation strategies and campaigns. One of the best ways to do this is to nurture the leads in your pipeline with a more refined approach.
Lead nurturing requires effective communication and building a relationship with customers. It takes practice. In their time creating tools for other marketers’ lead nurturing strategies, HubSpot built their own successful lead nurturing program. HubSpot’s Product Marketing Manager, Jeffrey Russo, shared with us their personal lead nurturing best practices.
1. Create solid content that customers love.
Successful marketers are moving away from a self-centered strategy, and adopting a more customer-centric one. Why is this a key to success? Customers will actually want to see emails directing them to your carefully thought out, well-written content that is useful and benefits them in some way.
A great example of content that does exactly this is HubSpot’s The Marketer’s Field Guide to Salesforce. Upon realizing that many of Salesforce’s customers were also suitable target customers for HubSpot, they created a document for marketers, covering just about every aspect of Salesforce they needed to know — including methodology and best practices.
This document was downloaded nearly 8,000 times, even though it barely even mentioned HubSpot. Why? Because the information was valuable to the customer, and it wasn’t overly promotional. If you want to keep your prospects moving along the funnel, it’s important to create content that is genuinely useful for your customer base.
2. Segment your leads to better serve them.
While creating logical and effective segmentation can seem like a daunting task for many marketers, it’s important to do if you want to see better returns on your campaigns. HubSpot divides their lead nurturing campaigns into two groups: persona and lifecycle stage.
Personas fall into separate categories, as well, and each of these categories is responded to (by HubSpot) differently.
Meanwhile, a lifecycle stage is where the contact is at within the customer lifecycle. This requires really honing in on the customer’s needs and responding to them based on that.
3. Utilize tools other than email.
Having a focused email marketing strategy can be a great asset to marketers. But it’s not the only option, and sometimes it’s hard to see past something that is working well. There are many other points of contact on your site that prospects can get to in many different ways. That’s why it’s important to create personalized Calls to Actions (CTAs) to your site visitors. HubSpot has created a SmartCTA tool that allows them to create and place CTAs based on their segments. This way, certain CTAs are only seen by the specific segment that HubSpot wants to have see it.
Effective lead nurturing takes time and practice, but the important thing for marketers to remember to keep from becoming overwhelmed is to start with your biggest groups of leads and work from there, based on what you’re learning as you go.
What other lead nurturing tips do you have? Share your thoughts in the comments below.
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