As I noted in an earlier blog post, we are in the process of putting together a lead nurturing program for our sales team. I came across this interview between Brian Carroll and John Miller, author of the Marketo blog as I was doing research for our program.
Brian comes up with a very nice succinct definition of lead nurturing, he states that "lead nurturing is having consistent and meaningful communication with viable customers regardless of their time to purchase." I find the key points to be "consistent" and "meaningful" in his definition.
Let me expand. Consistency has three meanings. Consistent tone, content and delivery. In terms of tone, your communication with the prospect should reflect their industry and job function. For example, if you are contacting a marketer in the web conferencing industry, you want to make sure you use the proper jargon and keywords so you are communicating in "their" language.
Your content needs to be consistent as well. Make sure you are sending content at regular intervals (but not too regular) to keep top of mind awareness for the prospect. Also, make sure your calls to action and hooks are consistent. Do not keep changing the call to action.
Perhaps the more important of the two is meaningful. Any content that is not meaningful to the prospect will be considered unwanted spam and will either be deleted at best or, at worse, get you blocked. The purpose of nurturing is to provide the prospect with valuable information that will help them with their jobs. By doing this consistently, you are establishing yourself as a go to resource.
The key, and I think we can all agree on this one, is to form a relationship before the buying process begins so there is already a preference for your product/service.
[tags]B2B, lead generation, nurturing campaigns, Brian Carroll, Jon Miller [/tags]