Marketing nurture through lead generation, as a methodology, doesn’t have a process set in stone. There isn’t a singular, step-by-step framework that you can follow to make your leads convert. In fact, it’s mostly trial and error. You’re going to mess up…a lot. One thing you’ll learn very quickly if you’re new to this whole lead generation thing is that most of the leads you’re trying nurture won’t respond to you. That may seem disheartening, and it truly feels that way, but it’s a pretty normal challenge. In fact, you’ll convert about 1-2% of your top of funnel leads through the marketing funnel, on a campaign-to-campaign basis. Those are some shockingly low numbers, but it doesn’t have to mean the end of the world. In fact, there are some easy tricks you can try right now to help you bump that percentage up.
Personalize Your Nurture
Personalization is pretty heavy topic. So heavy, that most marketers forgo the whole idea and send blanketed-topic emails to their leads, in mass quantities, hoping something will convert. I’m not going to tell you that shooting in the dark like that won’t work, because that’s where the 1-2% comes from; however, there’s a better way. By personalizing your outreach, you speak directly to the person you’re reaching out to, rather than speaking broadly. There are about 100 ways you personalize your marketing nurture, but one of the easiest ways to get started is by simply addressing someone by their first name. Most marketing automation software has the ability to autofill variables like first name, company name, industry, etc. By using these specific variables in your emails, you encourage the prospect to keep reading. Taking it a step further, you can even create specific emails centered around industry or job function challenges. Be as creative as you’d like- the important thing is to just do it!
Speaking to the Whole Buying Group
Rarely are decisions ever made by one, singular entity. Most software purchases take about 3-10 decision makers before a final approval. This is what we call a buying group, or a buying committee, and in marketing nurture, it’s important to know who’s a part of it. Most of the time you can assume that the buying group consists of your target prospect, and the people above them. However, there are situations where the buying group is lateral. This is why it’s really important to speak to influencers as well. In practice, your marketing nurture should include at least three prospects per account, that fall within the influencer/ buyer group. A good practice is to have your key decision maker, your influencer, and the person your decision maker reports to in the same nurture. Again, feel free to get creative with this. There’s no harm in trying out different groups to see what sticks.
Marketing Nurture Cohesion
Don’t let the phrase confuse you. Marketing nurture cohesion is exactly as it sounds- a cohesive message across all marketing activities for each campaign. This might be the most overlooked and under-appreciated tactic in a marketing strategy, yet can make the biggest difference over time. Your marketing should be telling a story of how the buyer walks through challenges and struggles, and why they ultimately choose to reach out to you. The exact inverse is a marketing nurture equivalent to throwing darts- each email you send you’re hoping you hit a bullseye. Your marketing activities should be leading to one large finale that encourages the buyer to reach out to you. Will you convert some leads before they reach the end of your nurture? Of course. You’ll also have prospects that make it through every email and still don’t respond. The point is that, if they’ve read every email of yours, they now have a complete story to reference your brand with. People remember stories, they don’t remember messages.
So, there you go- 3 tips on how to improve your marketing nurture conversions. The most important part of this whole process is to fully test each change you make. You’ll never know if something really works or not if you don’t give it time.
If you’re looking at building out your marketing nurture, having a fresh database of in-market buyers to leverage is pretty important. Content syndication with a multi-layered intent filter is a great place to start. Follow this to read more on re-invigorating your database with a fresh audience of buyers.