Efficient lead nurturing guides buyers through the sales process to their purchase decision. Sales closed from nurtured leads tend to have a higher purchase value compared to those closed from non-nurtured leads. I’ve worked with many different types of software companies, all trying to maximize lead generation and close as many leads as quickly as possible. I wanted to share the top four pieces of lead nurturing advice I’ve gathered through that work, to help you more effectively engage and nurture your own prospects throughout their purchase journey.
4 Tips to Build Successful Nurture Leads
Meet with your sales and marketing teams to detail and build out the ideal buyer persona, lead scoring metrics, and clear nurture track goals.
Craft content and messaging that follows your buyer’s journey through your sales funnel. Build triggers for certain customer actions, such as calls to action within content or website forms, to guide marketing outreach and support sales conversations based on those interactions.
Personalize nurture outreach to increase email response rates. Include the contact’s or company’s name in the email subject line, or select additional content to provide based on past customer engagement. Treat every lead as a unique sale and prospect opportunity, and remember that not every lead sees the same challenges, needs, or falls within the same stage of the funnel.
Stay on top of buyer actions and feedback to ensure your outreach effectively meets prospects’ needs. Regularly review nurture track performance data and take note of stages that receive greater engagement or unsubscribe rates. Adjust your lead nurture tracks and messaging accordingly, as often as necessary to maximize results.