Developing great demand generation campaigns that capture viable and targeted leads is a step in the right direction for any marketer, but your work doesn’t end there. In fact, for successful marketing departments and agencies, this is only the beginning.
In plain terms, our job as marketers is to generate highly qualified leads that eventually become lucrative revenue sources, but we all know it’s a little more complicated than that. The ability to create engaging and effective lead nurturing campaigns is what separates great marketers from merely good ones, and since you likely work in a highly competitive industry, every little bit counts.
That’s why, today, we’re going to focus on how to create automated lead nurturing campaigns that keep your audience’s attention, increase their lead scores, and result in better selling opportunities on your website and for your sales team.
Let’s get cooking!
1) Segment Your Leads for More Targeted Messaging
Your company probably offers several (or dozens, or even thousands) of different product and service lines that are designed to alleviate or eliminate specific pain points. Every lead is different, and every lead deserves personalized messaging. So if you’re delivering the same messaging, offers, and content to all of your leads, you’re not going to be making the types of connections that result in lasting and trusting relationships.
The days of batch-and-blast emails are over — at least they should be if you want to move customers through unique funnels that result in more sales and better revenue. Instead, you should create a system for grouping your leads into targeted segments. Doing so allows you to focus on specific challenges and solutions, which helps you relate with your prospects on a more personal level.
There are many different ways to segment your audiences, and this process will vary greatly by your industry. But regardless of your company’s vertical(s), you should be focusing on demographic, firmographic, and behavioral data to capture attention and generate clicks. For many organizations, this involves building out personas and then developing campaign matrices that include messaging and content that satisfy each stage of the customer journey (i.e., the top, middle, and bottom of the funnel) for each target audience.