What Lead Nurturing Is And What It Is Not: A Quick Checklist

Every outbound marketing campaign has multiple steps, including lead generation, outreach, lead nurturing and deal closing. Each step is instrumental to bringing high conversion rates and deals won. We have discussed lead generation in sufficient detail in one of our previous articles (here), and now we will be sharing some of our favorite advanced lead nurturing techniques.

The goal of lead nurturing campaigns is to guide your leads along the path from awareness to consideration, and finally to decision making. Laser-targeted content and multiple contact-points using various digital channels can be very helpful for this.

Many of us, marketers and salespeople, know what lead nurturing is in general, but when it comes to creating a lead nurturing campaign we often confuse it with common email marketing and sales techniques.

To explain and clarify how to nurture leads we’ve created a checklist of six examples of what lead nurturing is and what it is not.

Lead nurturing is not:

  • Sending out an email newsletter on a monthly or weekly basis.
  • Blasting your entire database with a new case study/article that’s unlikely to be relevant to most of your list members.
  • Sending all early stage leads the same email chains, regardless of their behavior and segmentation.
  • Randomly calling leads every few weeks to see if something has changed on their end.
  • Salespeople calling early stage leads every month/quarter just to “touch base”.
  • Sending or publishing content that promotes your company, without educating your leads in accordance with the problems and growth limits they face on their step of the buying journey (awareness, consideration, decision making).

Lead nurturing is:

  • Publishing and sharing content that’s relevant and valuable, even if they never buy from you.
  • Sending a targeted email that includes content that is segmented or based on:
    • the recipient’s industry and/or role in the company;
    • the stage of the recipient’s buying process or interest level;
    • the previous conversations or content they engaged with that’s likely to be relevant.
  • Helping to answer a question, offering more information, providing insight and knowledge.
  • Sending information that is relevant to the recipient’s stage in the buying journey, or relevant to their problem.
  • Making calls based on triggers and segments you have – being a “plus” to their day.
  • Giving them useful information that will stick with them and/or help them grow as an individual or a company.

As you can see lead nurturing is all about providing the right content at the right time. Both the content and the time are based on the lead’s stage in your buying journey, or their actual problem. Your content must be helpful, relevant and insightful so it provides value to your leads.

The most common mistake among bad lead nurturing campaigns is producing a lot of content, and distributing it to all leads through all channels. Note, in this case, quality is absolutely more important than quantity.

Hope you’re feeling inspired to run smart and trouble-free lead nurturing campaigns. Good luck!

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