Chapter 9: Lead Nurturing
Chapter 9 of 15
Chapter 9: Lead Nurturing
9.1 Nurture Campaigns
Lead nurturing campaigns guide prospects through the sales funnel with relevant content and communications. Create effective nurture campaigns that convert leads into customers.
Nurture Campaign Goals:
- Educate leads about your solution
- Build trust and credibility
- Address objections and concerns
- Maintain engagement
- Move leads toward purchase
Nurture Campaign Types:
- Educational: Teach leads about topics
- Product-Focused: Introduce products gradually
- Problem-Solution: Address pain points
- Social Proof: Share customer success stories
Nurture Campaign Structure:
- Map to buyer journey stages
- Create stage-appropriate content
- Set appropriate timing
- Include clear CTAs
- Measure progression
9.2 Lead Scoring
Lead scoring prioritizes leads based on their likelihood to convert. Use lead scoring to focus efforts on high-value prospects.
Lead Scoring Basics:
- Assign points based on behavior
- Assign points based on demographics
- Track engagement activities
- Calculate total score
- Prioritize high-scoring leads
Scoring Criteria:
- Behavioral: Website visits, content downloads, email engagement
- Demographic: Company size, job title, industry
- Engagement: Email opens, clicks, form submissions
- Purchase Intent: Product views, pricing page visits
Lead Scoring Benefits:
- Focus on qualified leads
- Improve conversion rates
- Better sales alignment
- Increased efficiency
9.3 Nurture Campaign Optimization
Optimize nurture campaigns for better results.
- Test campaign content
- Optimize send timing
- Refine segmentation
- Improve CTAs
- Measure and iterate
9.4 Lead Nurturing Best Practices
Follow best practices for effective lead nurturing.
- Map to buyer journey
- Provide valuable content
- Maintain consistent communication
- Use lead scoring
- Measure and optimize