Last week we discussed lead nurture benefits for sales. But, I’m a marketer and, according to the stereotype, I’m self serving, ignorantly optimistic, and blind to the needs of the sales department. So, let’s talk about me and what I want.
Lead nurturing benefits for marketing are all about content creation, distribution, and organization. As you brainstorm your nurture campaign strategy (side by side with sales, of course!) take the time to group your content by your leads’ placement in the sales funnel. This ensures that the right information is getting to the right people at the right time.
No one wants to be bombarded with contracts during their first visit to your website – it will quickly become their last visit. To that same point, qualified leads that are moments from closing don’t want to find an introductory infographic in their inbox, it may come across as condescending.
Here’s a guide to the type of content your marketing department should be distributing to your nurtured leads at each stage in the sales cycle:
- Top of the funnel lead nurture: At this stage, buyers are getting a feel for your company and your product. They might still be comparing you to other industry vendors based on price, branding, content, and current customers. Make sure you’re providing them with a variety of general, educational content – website content like blogs and infographics are a great place to start. However, save the product specific blogs until at least the third or fourth touchpoint.
- Middle of the funnel lead nurture: At this stage, buyers are no longer engaging with your content based on pure curiosity, but with the intention to buy. They may be more interested in learning about your company specifically (history, employees, culture, and research) rather than your industry. These buyers should receive webinar and event invitations, emails to download high value assets, and access to industry research.
- Bottom of the funnel lead nurture: At this stage, buyers are prepping for purchase. Make sure that they’re in touch with a sales rep to handle the dirty work, like demos, order forms, and contracts. When they’re not corresponding with sales, the content they consume should reinforce positive sentiment about their decisions, further educate them about product features, and ease them into their customer role.
So remember, the tips above help keep marketers organized and, as a bonus, aligns our perfect, never wrong department (wink face) with our sales counterparts. Especially when using marketing automation for lead nurturing because everyone has access to the same campaigns, WebForensics, and lead scoring cards inside the same software.