Nurturing leads is a delicate balance between science and art, technology and human touch, automation and customization.
An ebook released earlier this year from Act-On, “Lead Nurturing Guide: 7 Steps Toward Setting Up Your Next Campaign,” is available as a free download.
The download page claims the guide will help marketers to establish lead nurturing goals, create buyer profiles, develop effective lead scoring programs, segment your leads, develop personalized content, create lead nurturing campaigns, measure and track campaign results, and test and optimize your campaigns.
From the intro:
If your company’s mission is to improve ROI, you probably invest countless hours in generating qualified leads. But, despite these efforts, chances are your organization is probably struggling to seal the deal and not seeing the type of results you want or need. That is because there is a huge difference between leads that are “qualified” and those who are “ready to buy.” To be more concise, a qualified lead doesn’t always lead to a conversion.
Here are the 7 steps. For more on each, check out the ebook.
1) Define a Goal for Your Lead Nurturing Program
2) Create a Buyer Profile(s)
3) Develop a Lead Scoring Program and Segment Your Leads
4) Identify and Develop Content
5) Set Up Your Program and Choose a Cadence
6) Get Started and Measure Your Results
7 ) Don’t Forget To Test, Review, and Improve!