Lead Liaison

Why Lead Nurturing is Necessary to Convert Leads into Sales

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Why Lead Nurturing is Necessary to Convert Leads into SalesThe majority of marketing leads, regardless of their quality, are lost before being converted into a sale. In today’s competitive global marketplace every company needs a system for improving their conversion rate and capturing more leads. B2B marketing and lead generation experts have determined that a lack of effective lead nurturing is the primary cause for many missed opportunities. In this article we’ll discuss why lead nurturing is necessary to convert leads into sales, what lead nurturing can do for you and how to nurture leads.

Why is lead nurturing necessary?

Lead nurturing is necessary to build relationships with future consumers. The majority of site visitors and leads gained from landing pages are not ready to buy right away. Instead, buyers are using online resources to research products and services before they are ready to make a purchase. They are comparison shopping for budget approval and the actual decision may not be made for weeks or even months.

Handing over semi-qualified leads to sales people before they are ready wastes time and resources. After first contact is made and it does not appear there will be an immediate sale, the sales person assumes the lead is cold. This could result in the lead being discarded, lost or ignored by a lack of follow-up or attention. That is why these leads need to be nurtured first.

What can lead nurturing do?

Lead nurturing is the process of cultivating prospects that are not yet ready to buy. Research has shown that lead nurturing does produce measurable results compared to traditional methods. Considering 79% of all leads generated by marketing are not followed up by sales and out of the remaining 21%, approximately 70% are discarded by sales as not being qualified, that means less than 10% of all leads are actually followed up, if there is not a lead nurturing strategy in place.

Lead nurturing is necessary since it reduces the number of marketing-generated leads ignored by sales to as low as 25%. Instead of 90% going unanswered, only 25% will be ignored. That difference alone justifies the need for lead nurturing.

Lead nurturing also improves the conversion rate by up to 7%, due to the trust that is built between the lead and the business prior to the sale. Lead nurturing is designed to build brand awareness by developing a mutually beneficial relationship with the potential customer without forcing them into a situation where they feel compelled to make a purchase.

How do you nurture leads?

Content is what drives the lead nurturing engine. It is not just about posting random white papers, case studies, articles, online demos and webinars and hoping that someone will download and read them. Neither is it sending out a mass drip email campaign to every possible lead.

Lead nurturing should be about providing the right content at the right time that addresses a problem that a prospect is focused on resolving. Lead nurturing can be done via email, but it’s not about the delivery system of email, it’s about the perceived relevance of the content delivered via the email as well as the timing of the delivery. Quality content at the right time is essential for success.

To get the most out of leads and save valuable time, it is necessary to implement a carefully planned lead nurturing strategy as part of a complete marketing automation program. Significantly less leads will be ignored, an increase in trust will be established, and as a result more leads will be converted simply by using lead nurturing.

If you’re interested in understand how the most innovative, easy-to-use marketing automation and revenue generation software helps their customers nurture leads then contact Lead Liaison using the short form above.

Lead Liaison

Five Reasons Why Lead Nurturing is Essential to Success

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Five Reasons Why Lead Nurturing is Essential to SuccessDo you think lead nurturing isn’t important to sales generation? Think again. There are five factors critical to the success of your sales organization that can only be addressed through a solid lead nurturing program. This article covers five reasons why lead nurturing is essential to success.

B2B Buyers are Not Impulsive

Research studies have shown that the average sales cycle for business-related purchases has lengthened 22% since 2007. Many times a business purchase can involve three or more decision makers, with research provided by at least one subordinate to each decision maker. Therefore, it is often critical to establish a presence and develop a relationship with multiple parties in order to gain a customer.

Your product is often competing for the attention of B2B buyers during their research process, so if there is interest shown it becomes important to take the opportunity to provide assistance. Send relevant articles or news stories that can help shape their decision.

B2B buyers usually must fit a purchase into a budget, and highly accountable decision-makers will tend to be cautious before committing money. This is why it’s important to gain credibility, establish trust, and provide value during the decision-making process. 70% of the leads you generate through marketing should be considered “longer term opportunities worth nurturing”, which aligns with recent surveys of top executives.

Discarded Leads Produce Sales

According to SiriusDecisions, 80% of discarded leads eventually make a purchase within 24 months of expressing initial interest in your product. Eighty percent! That means money is being left on the table by declining to nurture those leads. By ignoring those prospects, you are handing them off to competitors.

That’s why lead scoring is an important component to lead management. You should have a system that evaluates leads not from one contact point but through a series of contacts that take place over the course of several weeks. Scoring should be used to evaluate the respondent, the timing of a purchase, and the depth of the need to be fulfilled.

Poor Lead Management is an ROI Killer

In today’s competitive environment, B2B sales teams must capitalize on even the weakest of leads. That means, even if a new lead does not optimally fit the BANT profile, it should still be pursued and nurtured. Maintaining an existing lead costs less than seeking new leads, and nurturing keeps those leads alive, increasing the likelihood of a sale – and boosting ROI.

Nurtured Leads are More Profitable

According to an Aberdeen Group 2011 report, companies found 50% improvement in bid/award ratios following a lead nurturing process when compared to peers that don’t use a lead nurturing program. In addition, nurtured leads resulted in 47% higher order values than non-nurtured leads. The connection that develops through lead nurturing can generate significantly better results.

Consistent Communication Closes Deals

B2B sales generally take an average of seven contacts just to turn a suspect into a genuine prospect; some industries require 9-11 touches prior to closing a deal. Often these touches involve buyer education and positioning yourself as an ally. Because B2B sales take time, it’s critical to avoid gaps in communication that can give competitors an opportunity to step in. Stage messages every 5-7 days to maintain adequate contact. Remember: without consistent lead nurturing, you run the risk of missing issues or concerns that buyers may have prior to making a purchase.

Lead Liaison

Synergetic B2B Lead Nurturing Programs Begin With Research

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Synergetic B2B Lead Nurturing Programs Begin With ResearchB2B lead nurturing programs begin with research. Overcomplicating processes which have been proven to already work make B2B lead nurturing far less desirable than intended. By simple planning before execution, businesses who’ve already formulated sales funnels, landing pages and every bell-and-whistle in between could enjoy much more simplistic processes of taking leads, dripping campaigns or offering companion products or services to customers hesitantly approaching your high dollar offerings.  To make B2B lead nurture campaigns much more effective, pump synergy into your campaigns through careful research of tactics that effectively win relationships with businesses instead of fretting over one-off customers.  Here’s how to move forward.

Identifying Pipelines

By definition, pipelines do what most manufacturing companies perform daily: feed something into one main source through channels which nourish that source.  To melt aluminum for extrusion, one needs metal scrap; in B2B nomenclature, one would need resources, direction and nourishing to drag B2B leads through pipelines.  Once these pipelines have been adequately setup, they turn into processes.  Your initial goal, then, is identification of single processes which work for constantly delivering accurate lead funnels for nurturing with campaigns that speak to potentially closable leads.

In identifying B2B channels, bear in mind traditional gauging methods which previously proved successful need reevaluated since digital standards of information collaboration, collection or nurturing have changed when mobile marketing exploded several years back.  Secure data from Marketo or other data sources to determine which source of nourishment B2B lead nurturing will require in specific pipes.

Nurture B2B Leads To Next, Not Final, Step

Critically committed lead nurturing errors cost potentially long-term lucrative deals from closing.  When doors shut, getting that prospect to come back takes more work than you’re prepared to cope with; therefore, hold your B2B client by the hand through each step of your business model, dropping hints leading towards the final destination.  Expecting potential clientele to jump from hello to checkout simply won’t fly in our apprehensive closed wallet society.

Reduce your previous B2B lead nurturing path to solutions less unobtrusive than campaigns before, allowing potential customers to see each door being passed through as individually tailored solutions rather than being forced into the big picture without warning.  Remember, you wouldn’t force an apple down a newborns throat; carry that ideology into all lead nurturing initiatives for unfathomable results.

Test, Test Again, Then Exam Results

Finally, nothing really could be construed as ‘concrete’ until it’s tested several dozen times over.  Pipelines which you’ve established above must be proven viable, the B2B leads which you’ve accumulated need verified, and you’ll need to kindly option them into your database, thereby establishing permission-based communication.  Your lead funnels must consist of contingency plans allowing the marketing professional to seamlessly integrate proper demographical demands into their campaigns which, in turn, allows the leads collect to flow directly towards the department of interest.  Split-testing every campaign against parameters which deliberately kick out leads will allow future campaign infrastructures to self-solidify based off test results observed.

Is 2013 Your Synergetic Year?

Kicking off the New Year with strong tactics for pipeline enhancements, B2B lead nurturing and qualification campaigns while having perfectly timed steps in place to enhance the quality of leads received will prove immeasurably positive. Remember to lead your prospective client down clearly lit paths towards the inevitable relationship consummated through transactions well-deserved for your nurture efforts.

Lead Liaison

Building Awareness: Your First Step Towards Demand Generation Part 2

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Building Awareness: Your First Step Towards Demand Generation Part 2In our last post titled Building Awareness: Your First Step Towards Demand Generation we talked about using search engine optimization, viral marketing, social media marketing and email to help build awareness and generate demand. We’ll add a few more items to the list in part 2 of this post.

Pay Per Click Advertising

Using web publishers to create awareness accomplishes two objectives: 1) it gets your message in front of prospects through a third party (who has likely earned the trust of your market), and 2) it allows you to measure results and pay only for responses to your message. Be sure to advertise with publishers whose content is relevant to your business; simply buying ad space on popular websites and search engines doesn’t always produce good results. Narrow your focus to include publishers who reach your target audience.

Outbound marketing is a more direct approach to creating awareness. Using outbound techniques may run the risk of alienating prospects; however, results are measurable and often leads are qualified sooner than when using inbound marketing methods.

Telemarketing

Using call centers, automated messaging or staffing telemarketers can be effective in creating awareness; however, telemarketing effectiveness is often based primarily on timing (where a prospect lies in the sales cycle). Many of today’s B2B marketing professionals consider telemarketing a costly option that does not produce comparable results to inbound marketing, but it does have its place in certain industries. This technique provides a way to instantly respond to questions, so it can be a good way to introduce a complex product.

Outsourced Lead Generation

There are several ways to create awareness through companies like Lead Liaison. We use web forms, landing pages, email campaigns and website tracking to build lead lists. These lists include targeted prospects that may or may not be aware of your company or products but they have a need that requires a solution. Often this strategy is comparable to SEO because the leads that are captured have shown an active interest in what your company provides.

This concludes our series on  Building Awareness: Your First Step Towards Demand Generation. Are you interested in using Lead Liaison to help build awareness and drive demand? Contact us ASAP if that interests you.

Lead Liaison

Building Awareness: Your First Step Towards Demand Generation Part 1

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Building Awareness: Your First Step Towards Demand GenerationIn order to create demand, you must first create awareness. There are two primary ways to go about this – inbound or outbound marketing.

Inbound marketing uses online content to draw visitors to you by providing something of value not attached to a specific offer. It is an indirect method of creating awareness; prospects respond because of their interest in material relevant to your business, not because they are actively interested in your company or its products.

Search Engine Optimization

In order to attract prospects that are actively seeking information that is relevant to your business –  “kicking the tires” if you will – optimizing your company website and other web presences is essential. According to a 2012 report by the Kitterman Marketing Group, approximately 92% of B2B buyers use online resources to evaluate purchases. Using relevant keywords and phrases within your online content helps boost your presence in search engine rankings.

Viral Marketing

Although there is no formula for creating online content that is so interesting that its popularity explodes on the net, using remarkable video clips, images or other creatives can be effective in building awareness. The goal is to reach individuals with high social networking potential that will send your creative to other influencers until its exposure reaches a mass audience. Once there, your message can be used in other marketing activities.

Social Media Marketing

Leveraging the influence of social media is almost necessary in today’s marketplace. The strength of SMM lies in its ability to use influencers to share your content. Your creatives should be interesting, timely and relevant in order to gain traction among social media users. Getting the attention of industry leaders in your markets is important to using social media effectively.

Email

Creating awareness by contact through email messages can be tricky yet productive. It’s critical to gain approval from your prospects; this can often be accomplished by offering valuable information through other channels in exchange for an email address. Once you’ve gained that approval, an email drip campaign can be effective in nurturing leads towards a sales engagement.

Lead Liaison

Lead Nurturing Myths

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Lead Nurturing MythsLeads are the lifeblood of any sales organization. But many businesses continue to struggle with managing their leads due, in part, to incorrect assumptions lead nurturing.

Here are a few myths about lead nurturing.

Lead nurturing requires lead scoring. Scoring each lead is an effective method of prioritization; it provides a systematic approach that helps manage a lead’s progress towards a sales engagement.  However, lead scoring typically follows complex algorithms based upon data collected through marketing touchpoints, which may require time to determine a precise measurement. During that period a lead could be lost due to poor timing of a prospect’s decision to buy. When it is feasible (such as within an automated marketing system) any reasonable lead should be included in your lead nurturing system, regardless of scoring.

Leads with a low lead score aren’t worth pursuing.  Businesses often focus on leads that score above a certain threshold. Although that makes sense as part of a prioritization policy, it often eliminates leads that may otherwise be worth nurturing. Some companies remove low scoring leads from their pipeline altogether, often never to be seen again. Ignoring leads that don’t score well initially eliminates the potential for future sales. Lead management is typically dynamic; situations change that can elevate a score. For companies with automated marketing systems, it may be worthwhile to include low scoring leads, even if only occasionally. Maintaining contact allows you to achieve front-of-mind-awareness when a change comes that raises a lead’s original score.

When a lead enters your CRM, there is no longer need for marketing. Because buying behavior can often change, sales relationships require continuous engagement. Transition to the sales department should not eliminate a lead from your nurturing process. Once a marketing lead is handed over to sales, it is important to continue the nurturing process so the transition appears seamless to your lead. Prospects don’t want to sense a sudden change in how they are approached just because they have indicated the ability and willingness to buy. Through consistent lead nurturing, even after a sale, top-of-mind-awareness is maintained.

Lead nurturing requires no human interaction. Although marketing automation provides an efficient method of managing leads, there are times during the lead nurturing process when a personal email or phone call can be a very effective engagement. Particularly when the sales cycle is extensive, a periodic contact by a sales member creates a personal connection with your prospects. Human communication also allows your sales people to more easily determine where a prospect lies on the buying decision continuum.

The sales department does not contribute to lead nurturing. Although lead nurturing is primarily conducted using marketing tools, the sales team is vital in ensuring that your nurturing program is effective. Who better than your sales people to guide the marketing team through relationship building? After all, a sale always has been – and continues to be – about developing and maintaining relationships. The communications and messaging are different but the goal is the same. Make sure to involve the sales team when lead nurturing strategies are being developed.

What do you think of these lead nurturing myths? Need help with your own lead nurturing program? Let us know!

Lead Liaison

Key Considerations For a Successful Email Drip Campaign

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Key Considerations For a Successful Email Drip CampaignWhat are the key considerations you should make when implementing a successful email drip campaign? Email drip campaigns can really boost your lead nurturing program. But it’s not as easy simply blasting a sales letter to your database of leads. Here are some ideas for creating a winning email drip campaign.

Gain permission to maintain contact

I put this as the top priority of any lead nurturing program. It is especially important for email drip campaigns because you can quickly earn a bad online reputation if prospects throw you into the spam folder. Make sure to repeatedly ask for permission to contact prospects. Providing an opt-out feature is essential; it reduces negative impact and minimizes wasted effort for the rest of the drip campaign.

Decide time frame

Lead nurturing requires time to be effective but managing your response rate should be done using a defined period, such as 30 days or 3 months. Buying cycles vary for different products and services, different industries, and among different companies. It’s important to plan the duration of each campaign, because it will be easier to determine how many contacts should be made within the time frame.

Set a schedule

Within the time frame will be scheduled releases, drip releases should be set at intervals no more frequently than 4-7 business days. Staging email drips too frequently may result in a spam designation; too rare and you risk losing your prospect to a competitor. Timing is important to lead nurturing success; therefore it’s a good idea to invest time into setting a proper schedule for your markets.

Determine content for each message

A successful campaign isn’t built on repeating previous messages, with the hope that your prospect will eventually open the email after feeling a sense of familiarity with the sender or subject line. Each contact should be part of a progression that builds interest. The level of engagement through content should increase each time a response to a “drip” is made.

Decide who should write

A winning email drip campaign is not about trotting out hackneyed marketing phrases. The keys to an effective lead nurturing process are fresh messaging, response generation, and timely contacts. Your content provider impacts messaging and response, and not all marketers or salespeople write good copy. If there are no good options internally, consider hiring a professional copywriter.  Email, like most channels, is overstuffed with messages that are often tuned out, so – when choosing a content provider – make sure she understands your market’s buying behavior and knows how to build a relationship.

Build a landing page

For each lead nurturing attempt there should be links embedded that direct interested parties to a landing page. Lead nurturing builds towards deeper engagement, so if a prospect clicks a link within an email, there is a prime opportunity to increase engagement. Prospects should land on a page that requires them to fill out a form for more information. And the landing page should contain new details that support the information in the email message in order to move your prospect deeper into the sales funnel.

Review responses rates to each message

During the drip campaign, monitor the results of each release.  Using Lead Liaison’s Send and Track tool, for example, you can easily see who opened the message, when it was opened, and what, if any, actions were taken.  It’s important to review the effectiveness of your lead nurturing both during and following the email campaign.

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Data Strategies for B2B Lead Nurturing Campaigns in 2013 Part 2

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Data Strategies for B2B Lead Nurturing Campaigns in 2013 Part 2Yesterday we posted Part 1 of Data Strategies for B2B Lead Nurturing Campaigns in 2013. Today, we’ll continue sharing our thoughts on how companies can improve their B2B lead nurturing strategies for 2013 with Part 2 of  Data Strategies for B2B Lead Nurturing Campaigns in 2013.

Expand

Although your business has needs in one particular niche, you may find marketing to be too far outside your comfort zone and pass those responsibilities onto somebody else.  If you’re already established as an aggressive search marketing professional, perhaps you find data management issues to be well outside your personal boundaries – or cares.  If you’ve set yourself into marketing standards which historically work, perhaps you should expand and cross-implement various stratagems to test marketability, viability and usability.  Since marketing revolves around catering to specific niche markets, you’ll need to encompass all possible avenues within that niche such as adopting automation tactics, find new and easier ways to nurture collected data through content management systems, or even make new strides towards the future of viral marketing via mobile platforms.

Expanding your capacity can only offer improvements; treat setbacks as learning experiences instead of flawed skill.  If you’re a freelance marketing pro paying homage to only single clients, having the ability to expand channels will increase your own marketability and retain clientele who need digitally astute marketing pros to assist in keeping tabs on data integration and lead scoring.

Look Closely At Display Ads…Again

When the mobile web began growing, the playing field for mobile display ads once again leveled.  If you aren’t targeting your PPC ads to mobile channels, you’re missing out on what will pan out to be immeasurable amounts of traffic in 2013, the year when video marketing meets mobile browser and slams head first into the golden opportunity for display ads to once again prove useful.   The costs should begin tailing off once more companies come onboard with mobile display advertising and in-video marketing.  If you’ve decided to use social media marketing campaigns solely, you’ll miss out on those accessing websites via mobile or tablet-based devices.

Video Efforts Are Mandatory

Of all your marketing efforts planned for 2013, it’s definitely suggested you work on video integration of any and all marketing campaigns while tracking the analytics behind those who watch your videos.  Since pictorial evidence is becoming nearly mandatory to build business-B2B customer trust, you’ll definitely find exponential benefit in implementing emails, SMM and SEM using viral videos such as tutorials, testimonials or even something quirky going on around the office.  The B2B customer leads you’ll receive could come in the form of commentary, emailing, etc.  Making these videos available across mobile and internet-based platforms will more than amicably pull weight for your business while also allowing other marketing angles to naturally run their course.

Always Plan Towards Future

The marketing trends you’ll follow today will more than likely be moot next year, and we’ve seen this on many different platforms such as FFA linking and other unethical marketing practices which used to work.  Today’s sociological composition requires the businesses of our internet schema actually make concerted efforts in building relationships not links to their landing pages; keep this in mind.

Google has gotten smarter, our future is looking technologically brighter and marketing efforts need to be adjusted to match the growing expanse of internet marketing.  Digitally speaking, having your mind on today but your plans prepared for tomorrow will keep you ahead of the digital marketing learning curve.

 

Lead Liaison

Data Strategies for B2B Lead Nurturing Campaigns in 2013 Part 1

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Data Strategies for B2B Lead Nurturing Campaigns in 2013 Part 1Data strategies for B2B lead nurturing campaigns, Part 1.

Businesses have enjoyed immeasurable success in digitally targeted marketing campaigns up through 2012, especially with social media giants Pinterest and Facebook offering exciting platforms for targeting audiences, and YouTube innovating In-Video marketing campaigns to draw attention to niche video watchers.  Investments in mobile applications have grown well over 140% since 2011 while over 60 hours of video being uploaded every minute is a major contributing factor in how $1.8 billion in revenues have been generated since the same time period.   With staggering figures being reported, it comes as an even bigger surprise the inefficiencies which accompany growing branding efforts throughout marketing campaigns around the world.  As B2B spending trends head upward, tracking needs to grow equivocally, which it’s not.   As we sneak our way towards 2013, incremental strategic changes need to be implemented into what we’ll dub as B2B lead nurturing strategies for 2013, highlighted below.

Putting Data Out There

Your business, inherently, wants to place viable bits of useful data across the internet, whether locally or globally, so the word about your initiatives is clearly searchable.  You’ll use PPC advertisements, social media marketing advertisements, email marketing, video marketing and perhaps a slew of other data bits out there.  One problem, however, is tracking all of this data from each source as it flows inward and outward.  To upgrade your current methodology of segmenting data, perhaps find some method to put data across the wire with an excellent way of collecting feedback, tracking the results of polls and nurturing the data collected simply by integrating better means of putting that data across the wire.  Tracking numerous information sources can be painstaking, time consuming and even financially wasteful; attempt to make 2013 the year which you put information across the world in an easier, more streamlined method.

Finding That Singular Data Source

An extension of above stated need, aggressive marketers will want easier methods of storing and retrieving data, preferably within one location.  This is done with a 4000 pound, highly potent yet rarely tested marketing automation plan which can seamlessly integrate numerous inbound data reception points into one place.  While many companies have vied for this automatic marketing tool for decades, it’s finally taking off, and only the patience and well-planned business strategists are guiding business along for the ride.  By specifying tasks, outcomes and placement of data collected from piloted campaigns, you’ll have that singular place where all data can collaborate with your analytics tools to better pitch your marketing plans in appropriate places.  The three main areas which comprise of marketing automation include (but aren’t limited to):

  • Workflow automation, which simplifies the marketing schema altogether;
  • Marketing automation, which simply moves B2B customer leads from one campaign to another;
  • Intelligence, which is advanced behavioral study to interpret specific actions, habits and purchase demographics to allow measurements for future marketing campaigns to be taken more accurately.

Heading into the next year, it may benefit your business to simplify your data sourcing methods and vie for marketing automation processes to streamline data sets.  It also gives your marketing interpretations an easier path for leveraging campaigns throughout all digital points of entrance and exit.

In order to effectively prepare marketing automation tasks, you must prepare to deliver a message to specific groups across numerous platforms in which B2B customer leads collected can be segmented into where the response came from.

Lead Liaison

5 Tips to Revitalize Your Lead Nurturing Campaign, Part 2

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5 Tips to Revitalize Your Lead Nurturing Campaign Part 2In our last post we shared Part 1 of our 5 Tips to Revitalize Your Lead Nurturing Campaign series. We talked about monitoring your list and testing inactive subscribers. Today, we’ll finish up the series with the final 3 tips.

Use Clear and Informative Subject Lines & Sender Info

Your ability to attract interest is severely limited by the inbox clutter that often fills a contact’s email program. The time it takes to generate an open is just under two seconds, so use the space you have to get a response wisely.

Avoid being cute or mysterious with the subject line. Simply writing “You are going to love this…” will typically not get the response you want. It IS important to catch a prospect’s eye, but not by writing phrases that will get quickly dumped into the spam folder. Make sure the sender information contains your company’s name, not a personal email address; most B2B prospects will recognize if a message is coming from a familiar source, so don’t try to fool them with a vague department like “Sales” or yourname@hotmail.com.

Segment Your Database

Dividing your database into segments is an effective way to deliver the most relevant messages to the appropriate prospects. Leads may open a message or respond to an offer for different reasons, so avoid repeating the same offer to the entire database. Organize contact information by defined categories, such as demographics, past purchase behavior, age or other similar commonalities. Then create varying messages for each segment. (This doesn’t mean you have to promote different products; simply create a unique offer or marketing copy that targets specific segments.)

Automated email drip programs allow you to leverage the strength of email marketing by delivering multiple versions of the same offer at the same time. Once a round has been sent, analyze the results. Review each email blast for unique open rates then follow up with another message specifically for each market segment.

Test, Test, Test

Fine-tuning each campaign is a critical step in improving the results of your lead nurturing campaign. Avoid creating different messages simply for the sake of diversity. Analyze as many variables as possible. For example, messages may appear differently through different devices or browsers. Before a message is sent view it through alternate hardware, such PDAs, cellphones or tablets.

Review results each time a message is sent, not just for general response rates, but for details that provide a deeper level of understanding. Should the landing page capture a high percentage of respondents or fewer, more qualified prospects? Hone your messages and delivery channels to yield the results you need.