Lead nurturing is the building of relationships with individuals who are not currently ready to buy your product or service but could be an ideal customer in the future.

The goal is to educate the prospect, build awareness for your organisation and its products, and build trust, making it more likely that the client will choose you when it’s time to buy.

We bring to you the best practices required to develop an effective lead nurturing strategy through ADOHM sales CRM.

lead nurturing strategy points

1. Personalise

The lead nurturing email campaigns should be personal. The concept is to tailor each email to the pain points, interests and behaviour or demographics of your prospects, make it resonate that much more.

Focus on a drip-email campaign by personalising communications; make sure they don’t look like automated or blast emails. Consider directing your emails from various teams in your business, for instance, an email from member of your sales team, your founder, or a department that will help you close a sale. Personalised emails are beneficial towards the end of a leads sales cycle.

2. Educate according to the buyer’s journey

One of the essential steps in closing the sales deal is educating your prospects and giving them the knowledge they need in their current state of the buyer’s journey. This can be done through the feature of lead management that is available in ADOHM sales CRM.

How to educate prospects:

  • In the Awareness phase: focus on blog articles related to leads, interests, Provide them with the latest trends and industry statistics.
  • In the Consideration phase: focus on inviting them to a webinar about your product or a demo of your product to educate them.
  • In the Decision phase: Share customer success stories, product reviews.

3. Don’t email leads every day

A definite way of having your leads abandon you and leave is by emailing them every day.

There has to be an optimal schedule for the lead nurturing activities keeping your prospects and target audience in mind and also giving them time to digest the information.

4. Don’t send every lead every email

All the leads that will later become your prospects are different and on different phases of a buyer’s journey. With this in mind, there is no way you can effectively nurture ALL of your leads with the same email.

There has to be a way to segment and group your contacts by more defining, essential traits.

Grouping contacts helps ensure that the information delivered is more relevant to them and more likely to earn their attention and click.

5. Create content around consumer pain points

The web has empowered buyers and marketers to shift from self-centred content to personalise content and engagement. Focus on the issues that the clients and prospects face and focus on helping them out through your product. Brainstorm with your customer support and customer success team and help create an environment of support for the prospects.

6. Don’t rely purely on email lead nurturing

It’s essential to personalise your marketing messages outside of email as well. You don’t want to show every website visitor the same static and generic message that may or may not apply to them.

One way to personalise marketing messages on your website is to use dynamic calls-to-action (or Smart CTAs).

Click here to know how to design your sales process in ADOHM CRM.