4 Steps for Creating Engaging and Effective Lead Nurturing Campaigns
4) Score Your Leads Accurately for More Effective Sales Exploration
Every action your leads take (or, in some cases, don’t take) should influence their overall lead score. Once these contacts reach a certain score, you should have a mechanism in place to pass them along to Sales for more personalized outreach.
To get a clear picture of your leads’ intent, you should be paying close attention to email opens, clicks, conversions, unsubscribes, and other key performance indicators your team values. Having full visibility and understanding into these engagements is an essential part of accurate lead scoring, which is the best way to take advantage of prime sales opportunities. It’s also a good indicator that some prospects might need a little more nurturing before receiving any outreach from Sales.
If your emails include links to content hosted on your website or dedicated landing pages, you should also be incorporating engagements on the digital properties into your lead scoring algorithm. For example, visits to certain product or service pages might prompt higher lead scores than, say, a click on your About Us section. You should also exclude certain pages from scoring, such as your Terms and Conditions pages or your Careers pages. Additionally, you should be tracking engagements on social media and factoring those actions into your lead scoring model.
Continue to review and assess the efficacy of your lead scoring program at regular intervals. As companies grow and diversify, the way they interpret and prioritize leads is often subject to change. Work with your sales team to get a clear understanding of their version of a truly qualified lead and optimize and augment your scoring model to align with their processes and goals for better efficiency and success.
Learn More About Act-On’s Marketing Automation Platform
Lead nurturing is an essential part of the marketing funnel — perhaps the most important of all! But without the right platform and processes, it’s nearly impossible to get it right. Worse yet, if you try to do all this work manually, your team will spend an inordinate amount of time trying to manually segment your leads and execute your nurture campaigns with no guarantee of success or even that you’re sending to the right person or account.
Act-On’s marketing automation platform is designed to help marketing departments of all shapes, sizes, and skillsets attract, convert, and nurture highly qualified leads that they can either sell to directly via their website or pass to their sales team for more in-depth purchasing discussions. If you’d like to schedule a demo to get a better idea of the capabilities and benefits of Act-On, please click here, and we’ll be in touch!
If you’re interested in learning more about lead nurturing but not quite ready to speak with one of our marketing automation experts, please download our eBook, “How to Convert More Leads Into Prospects.” In it, you’ll find a comprehensive overview of lead nurturing benefits, best practices, and techniques that go beyond email marketing to include inbound, webinar, and social media tactics that help you maximize your marketing success.