Laying out a lead nurture program in a way that your marketing team, sales team and external designers or developers can understand can surely be challenging. When tackling this challenge, be sure to build out the five Ts of lead nurture strategy – Tracks, Touches, Triggers, Timing and Tracking:
1. Tracks – How can you break down your audience into segments? Well, such segments could include such types as industry, customer or topical areas of interest. Or do tracks need to be based on an event and scheduled according to pre- and post-event? It’s important to note that if your lead nurture campaign is broken down into multiple tracks, be sure to align messaging not only with the buying cycle but with segment type as well.
2. Touches – How will each communication be delivered? Will you utilize email marketing, direct mail marketing or other means? Also, if phone will be utilized by your sales team or a telemarketing team, be sure to note the steps required of them in the process and align their messaging as needed.
3. Triggers – Whether using a simple in-house, manual process for delivering touch point communication or an advanced trigger-based delivery system, be sure to set your triggers that will start the next action. Though it may seem obvious, it’s critical to identify the first action a contact must take to be placed within a lead nurture track and what action they must take to be removed from a given track. If you are in the enviable position of having multiple offers per touch point, it’s important that you determine whether a specific offer should be delivered to a specific contact who has taken multiple preset actions.
4. Timing – Based on your sales cycle, how often should you be touching a contact? Of course, the rules of marketing still apply. If you are being too high touch, you can expect your unsubscribe rate to increase. Again, being too aggressive can turn off your audience. If your sales cycle is a year long, don’t schedule your entire lead nurture program to start and finish over the course of only a few weeks or your message will surely be lost.
5. Tracking – How will you properly code and track each contact that responds to a given touch point? When setting up tracking, remember to implement a naming convention that allows you to report on each and every track and touch point.
As a slight aside, with vendors ranging from Eloqua to Marketo to Silverpop, the question begs to be asked – how do I choose a marketing automation solution? When choosing a marketing automation solution, there are many questions that could be asked of the vendor you are considering. But, you’re in good hands if they can answer yes to these key questions:
Will the solution seamlessly integrate with my current CRM system and allow for contact management, list management and campaign response tracking?
Does the solution provide robust, detailed tracking and reporting?
Does the solution provide the ability to send to a single contact based on action triggers as well allow for scheduled, group emails?
Will multiple team members including employees, partners and vendors be able to access and work within the solution? And can access rights be set and managed by team member?
Beyond Triggers, once you have laid out the five Ts of your lead nurture strategy, ask yourself if you are truly delivering customized information that will allow your target audience to comfortably move through the buying cycle.
Note: This is post five of a seven-post series entitled, “How to Unlock Future Revenue Potential through Five Powerful Lead Nurture Steps.” To read more of Mike’s series, just follow the links below…
For more lead nurture tips, check out our white paper, “Unlocking Future Revenue Potential through Five Powerful Lead Nurture Steps”