Flexibility is important in all communication projects, including lead nurturing. The stability of your campaign structure must not be compromised. A functioning structure forms the basis for successful communication across the various nurture stages. Avoid the butterfly effect Consider early on how flexible or scalable your structure needs to be. In particular, if you make changes to the initial conditions, this can result in a kind of butterfly effect and disrupt the campaign structure. For example, if you start your nurturing campaign again.
Better: Think in advance about the maximum number of entries your campaign could include. Then set up a few blind strands that you won’t use for the time being. This way you can ensure the stability of your campaign with all the connections and possible nurture runs for your leads. At the same time, you remain flexible enough to make changes without major effort.
Collect data sparingly
The big advantage: In contrast to email rcs database marketing, the focus of lead nurturing is not just on distributing specialist information. Data is also obtained that specifies the profile of the individual lead. This makes future communication measures even more accurate. You should be sensitive when requesting data. Avoid the butterfly effect First, consider what you really need to know about a lead – depending on the respective nurture stage or the phase of their decision-making process.
At the beginning, an email address and consent to contact the lead by email in the future are usually sufficient. You should also request data sparingly as the campaign progresses. Otherwise, your lead will quickly feel questioned. Of course, at for instance in the main rct some point you will want to know what decision-making authority your lead has, whether they can approve the investment on their own or what their decision horizon is. Nevertheless, it is important not to ask these questions too early.
And unobtrusive
As an alternative – or in addition – to directly requesting such information during the download process, you can also analyze the behavior of a lead. Specific content will help you learn more about them and the situation in their company. In concrete terms, this means: for example, in your nurture email, offer a white paper with “Tips for contact lists introducing CRM software” and a checklist “When it’s worth changing provider for your CRM system” to choose from.
If the lead clicks on the checklist instead of requesting the white paper, you can assume that they are already using a CRM system. Avoid the butterfly effect The advantage of this approach: The user has to provide little information about themselves. But you still get a meaningful picture of them. Particularly important: Regardless of how you collect, store and evaluate data about your leads, you should always do so in a legally compliant manner.