I hope you enjoyed our interview with Andy Ellicott from Implementing Lead Nurturing – A Practitioner’s Perspective. If you are thinking about implementing Lead Nurturing, I would highly recommend reading the full interview which can be found in our white paper, Lead Nurturing Best Practices for Small to Medium sized Businesses (SMBs). To close out this series on Lead Nurturing, I would like to leave you with:
Andy Ellicott’s keys to lead nurturing success
- Work with sales – nurturing should emulate what they would do.
- Experiment with content, timing, sender – for example, I’ve seen emails from a named customer support person instead of a sales person can get a better response rate, plus it boosts positive brand and customer experience perception.
- Always be selling – tie thought leadership back to your offering.
- Have a clear call to action – nurturing emails should ask for a reply or to click a link, so you can measure response and level of prospect interest and engagement.
- Ok to give away a little control – don’t worry about competitors ending up in your nurturing loop. The sales benefits of nurturing outweigh the risk of a competitor being handed the keys to a demo or white paper.
- Nurture out-of-profile leads—could be word of mouth marketing and evangelism value in them.
- “Personalized” notes should look like they came from a person – use simple language, ask for a reply, text only, no glitzy branded graphics (save those for your newsletter and other mass mailings).
Download Lead Nurturing Best Practices for Small to Medium sized Businesses (SMBs)
