Have you decided on lead nurturing as a concrete strategy for B2B lead generation? Then you accompany your prospective customers step by step until they make an investment decision. Campaign planning is therefore a little trickier. Design with a goal in mind From a conceptual point of view, such a campaign can be thought through relatively quickly. A practical example: You offer the download of a white paper on the topic of “Industrial leak testing methods”. In doing so, you offer your prospective customer useful information. This helps them in their selection process and in exchange they give you their data.
After filling out the download form, they receive a double opt-in email, which they confirm. They then receive the download link. If they download the white paper, they will receive an email invitation to a webinar one week later. In this webinar, you will vk database explain which testing methods are suitable for which application scenarios in which industries. If they do not download the white paper, they will first receive a reminder email. If they do not respond then, it is advisable to offer them alternative content. A checklist of the most common sources of error in industrial leak testing is suitable for this, for example.
… but also technically feasible.
From a technical point of view, setting up a lead nurturing campaign is a little more complicated. No matter how beautiful and personalized a campaign an apprentice’s guide to loneliness at work may be on paper . Design with a goal in mind the more complex the programming requirements, the more error-prone the automated campaign is. You can record who has downloaded the white paper in your lead data. However, in the second nurture stage, it may make sense not to address this in the approach. This means that in the mailing for the checklist as the second nurture content, you do not refer to the first offer, the white paper.
From a sales perspective, the individual reference and linking of the nurture stages is of course an advantage. Here, it is advisable to compare the benefit with the effort. Remember that in a multi-stage campaign, each email must be suitable for contact lists each lead. An error in assignment and the wrong approach – “You have downloaded white paper XY” – are embarrassing. But they can also lead to the lead dropping out of the process.
Tip 2: Think holistically.
When planning a nurturing campaign to further qualify the lead, holistic thinking is crucial to success: the concept designer who develops the campaign . Design with a goal in mind and the programmer, the IT specialist with the necessary technical know-how, must work closely together. The aim should be to avoid unnecessary complexity of the campaign and to navigate the “sea of a thousand possibilities”.
A jointly created flow chart can help to keep an overview and to keep the various campaign strands as streamlined as possible across the individual nurture stages. It is important that the project team carefully documents all development steps of the campaign planning. This makes it easier to take a step back to adapt the further communication processes to new requirements.