Email marketing campaigns are very different from lead nurturing campaigns. Unfortunately, many marketers believe they already nurture leads by sending random, generic, and untimely email messages to their database. In reality, what they are doing is annoying prospects and diminishing return on assets. Marketers must understand that lead nurturing campaigns infuse consistency, relevance, and patience into traditional email marketing campaigns.
“If all you do is send generic email marketing messages to your early stage leads over and over and over again, you’re missing the point. Consistency is good but being relevant and then consistent is even better.” – Brian Carroll, B2B Lead Blog
Lead nurturing campaigns create consistency
Let’s examine a few key words in Brian’s statement. First, let’s discuss “consistency”. Email marketing is typically a very manual and inconsistent process. In the world of email marketing it’s very easy to forget about sending a campaign or lose track of a marketing plan. Marketers must manually schedule email messages on a periodic basis. There’s no systematic way of scheduling campaigns. The frequency of traditional email campaigns is usually monthly or quarterly in the form of a newsletter. Lead nurturing campaigns are different as they allow automatic scheduling of emails. Experts estimate it typically takes 8-12 touches for a lead to start becoming familiar with you. Lead nurturing makes it easier for marketers to be consistent and build relationships over time by automatically scheduling a series of relevant and consistent communications.
Lead nurturing campaigns send relevant communications
Second, let’s touch on the key word “relevant”. Blasting out generic email campaigns demonstrates you don’t understand what your prospects care about. Marketers typically send email messages to the entire database. Lead nurturing campaigns allow marketers to leverage marketing segmentation to segment a database based on demographics, likes, dislikes, website activity or any other profile information stored in the database. Knowing your prospects interests enables lead nurturing campaigns to send tailored and relevant content. Sending relevant content increases the chance of advancing a prospect through the sales cycle through personalized and intimate communications.
Lead nurturing campaigns instill patience
Most marketers who send “static” email campaigns are impatient. They feel once they obtain a new contact/lead they’ve got one chance to turn that contact/lead into an opportunity. If they can’t, they ignore the lead. Marketers must go through a paradigm shift in the way they think about a lead. A lead should be a lead for life. Lead nurturing campaigns help marketers continually leverage their database as a holistic asset by providing frequent and relevant contact touch points with the lead regardless of their stage in the sales cycle. Patience truly is a virtue. Once the lead is ready to “sprout”, you’ll know about it. Brian Carroll shared an interesting analogy related to lead nurturing campaigns:
“…in Minnesota, where I grew up, I worked on a farm with a seed corn farmer and he said you don’t dig up your corn to check and see if it’s growing. That’s the truth with lead nurturing, it’s something that you’re investing in over time and building a relationship with someone” – Brian Carroll, B2B Lead Blog
Lead nurturing campaigns “ready” leads by feeding them topical information to keep your company and solutions top of mind with your prospects. The automated and dynamic capability of lead nurturing campaigns makes lead nurturing very different from email marketing campaigns. If marketers are patient and invest in lead nurturing for the long haul they’ll learn to grow their seeds and harness the fruits of their labor.
To learn more about how Lead Liaison’s lead nurturing campaigns can help you contact us today.
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