Once you have a solid understanding of your market segments and your customer’s buying cycle, and you’ve created the content and emails for the campaign, and you have determined the timing and triggers for the program, you’ll be ready to set up your Marketing Automation software.
The marketing automation software platforms will connect to both your website and CRM system and should make it easy for you to set up the email campaigns, triggers and move leads into the CRM system when they are ready.
Part of the set up will include linking the offers and landing pages on your website to the automation tool so that your lead nurture program will start when a new user registers. You can also load existing contacts in the system to move your house email list down the lead nurture path.
The software will also give you the ability to set up the marketing automation rules you’ve created. For example, you can tell the system to send the first nurture email 2 days after a user registers and the next touch point 7 days later. You can also put in logic that prevents an email from being sent if the user visits a specific web page or is contacted by the sales team.
Many of these systems also include a Lead Scoring capability which watches the user’s behavior as they respond to emails or visit the website, and assigns the user a score based on criteria you define. You can then set triggers based on that score such as asking a sales person to call, or sending a follow up email.
For more insight to help you build a complete Lead Nurture program, download the entire white paper here.