Tips on Timing Your Lead Nurturing

Brian Carroll posted some tips on lead nurturing from MarketingSherpa’s B-to-B Lead Generation Handbook, providing some great guidelines on how to stategically map out nurturing communications.

Nurturing can often be automated using triggered emails or drip marketing programs and is meant to keep in touch with quality leads that are not yet sales-ready. The email program can also be used to supplement any follow-up calls by sales reps will perform.

Let’s take a look at the 5 Nurture Campaign Time Factors from Marketing Sherpa’s Handbook:

  • Immediate welcomes  – Welcoming someone to your list creates good will and also gives you an opportunity to reiterate the benefits of your email marketing program.
  • Lead Qualification Telemarketing – As soon as possible use telemarketing  to qualify each lead. In some cases you may also montior online activity and profile information to determine lead quality.
  • Interest-level Timing – Using cues from a prospects online activity or responses via phone, start to determine what stage they may be at in the buying cycle and respond appropriately. Marketing automation allows you to use lead scoring to gauge online interaction and market more agressively to highly active prospects.
  • Industry Timing – It’s a given that you may need to adjust your campaign timing to reflect your industry’s annual rhythms.
  • Job Function Timing – Data shows that a decision maker is heavily involved at the very start and the very end of the process, but leaves the middle of the process up to the influencers. For your niche, you’ll need to investigate who gets involved at which point in the process so that you can segment your messaging.

About Adam Blitzer
Adam Blitzer is the Vice President of Marketing at Pardot and has been in the interactive marketing world for the better part of a decade.

2 Responses to Tips on Timing Your Lead Nurturing

  1. Darin Dixon says:

    Adam,

    From what we’ve seen, it’s not only good to send out an immmediate welcome email to web leads but also to call them immediately. We’ve found that web leads that are called back within 10 minutes are a hundred times more likely to be contacted and qualified than even just an hour later.

  2. Adam Blitzer says:

    Hi Darin, you are absolutely correct. The faster the response time the better typically. You guys (insidesales.com) put an excellent survey of vendor response times on booths at Dreamforce ’08.

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