Dos
&
Don'ts
1. Define Lead Nurturing.
Do
Think of Lead Nurture as part of your overall acquisition strategy, so you can better understand and communicate with your leads.
Don't
Push your message outside of the context of your audience. What is important to you may not be important to them.
2. Know what you are working toward.
Do
Devise a strategy that allows for the consumer to self-educate, with a little encouragement from you to move through the sales funnel.
Don't
Make this a high-pressure sales pitch – your audience isn't ready for one – they are in what is called the "kicking the tires" phase of their search for information.
3. It's business. Make it personal.
Do
Segment your leads based on their interest level, roles and responsibilities. Then personalize communications and content as much as your resources will allow.
Don't
Don't treat all of your leads the same with a one-size-fits-all approach. Offer relevant content to the appropriate audience and personalize in ways they can easily identify with.
4. Be persistent. But not a pest.
Do
Be calculated in your approach. Consider both active and passive leads, monitor their consumption behavior and prioritize the release of new content assets accordingly.
Don't
Be a pest by overcommunicating or being too assumptive. Once you've turned off a lead, they're gone and so is your opportunity to close them.
5. Track. Score. Qualify. Repeat
Do
Work with Sales to determine your lead scoring system and what an MQL "looks like." Assign scores to specific behavior and a threshold so you know when they're ready for Sales.
Don't
Treat all leads the same or use someone else's scoring system. Lead scoring should be crafted around your specific parameters for the program and your business objectives.
6. Measure success (especially the small wins).
Do
Measure success large and small and keep a tally on what is and isn't performing. Keep the sales team engaged and encourage ongoing feedback to enhance the campaign.
Don't
Discount the small wins. Migrating quality leads takes time and a lot of effort. Set expectations and never lose sight of the path a lead takes to conversion.
7. Have a post-nurture game plan in place.
Do
Use previous years lead nurture and sales conversion information to gauge the time it takes to close a qualified lead and plan accordingly.
Don't
Spend valuable resources on lost leads. Time and money are at a premium and every minute of the day and dollar of the budget should focus on migrating interested leads to a sale.

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