You Have the Leads, Now What? The “Why”, “What” and “How” of Lead Nurturing

Leaky funnel

You have successfully targeted the correct audience – they have taken the bait and filled out a form, but now what?  How will you keep them engaged and get them to convert?  Your sales team is holding their end of the bargain and calling down the warmest leads as fast as possible, but whether you have too many or not enough for sales you need to provide them air cover to align the buyer’s journey with your sales cycle.  And one of the most efficient ways to do that is through a nurture system.

Why Nurture Leads?

There are many reasons your company should automate the nurture program.  Here are just a few:

  • Align sales cycle with buy cycle
  • Reduce “lead wastage” – plug the leak!
  • Notify sales when prospect exhibits “ready to buy” signals
  • Move from trial to buy
  • Cultivate prospects with longer term buying horizons
  • Align resources to lead value

What it comes down to is that everyone is on a different timeline to buy.  Your job is to accelerate that timeline where possible and provide the buyer with the right information and message at the right time.

What Does a Successful Nurture System Require?

People.  Process.  Technology…and Content.  As far as People, to be successful you need a strong partnership with sales.  And to be even better, you want to include other stakeholders such as customer success, partners, analysts and other thought leaders inside and outside your organization to create relevant communications and content.

And in order to capture the relevant information on the buyer for segmentation/messaging and to syndicate the right content at the right stages, you need to leverage marketing technologies.  At DocuSign we use Eloqua as our marketing automation platform and it provides the following:

  • A marketing database
  • Email platform and response tracking
  • Lead scoring and nurturing
  • Sales enablement tools
  • Website-activity for website triggered nurturing
  • Reporting and more

And if you want even better lead scoring outcomes and routing for improved engagement and conversion, I recommend companies like Mintigo that will help you understand your customers’ interestes by harnessing big data technology to locate new prospects on the web, enhance the information you have on them, and also route them to better nurture programs.

With the key contributors on board to help write email communications and the technology to automate syndication and triage the communication path, you just need the compelling Content.  If you haven’t already, I recommend you do a content assessment.  Map your buyer’s journey to the sales cycle and see what assets you commonly use as a company to get them through the journey.  You will quickly see the gaps you need to fill on your content menu, whether it’s whitepapers, case studies, videos, webinars or others.  Then, you’ll need to decide to either create new content or curate content that’s been developed by others.

How to Implement a World Class Lead Nurturing Program

If you would like to learn more on how DocuSign implemented a world-class demand generation system with lead scoring, nurturing and a strong sales partnership, watch this on demand webinar.  You’ll see how we leveraged the right people, process and technology to accelerate our pipeline at DocuSign.  And, you can experience our nurture system firsthand by registering for a demo at http://www.docusign.com/demo.

 

Image Credit: Business Building Help

On Demand Webinar: How DocuSign Built A World-Class Lead Nurturing Program. Watch Now!
Meagen Eisenberg

 

Meagen is the VP of Demand Generation at DocuSign. She has spent over 19 years in high-tech. In 2012 she received the SuperNova Award in Matrix Commerce and in 2011 the Marketing Visionary Markie award within the marketing automation field. She has an MBA from Yale, and a Bachelor of Science degree in MIS and minor in CSC from Cal Poly, San Luis Obispo.

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