Step 3. Nurture high-quality leads
Once you’ve made first contact with a potential customer, your marketing team hands over the lead details to the sales team and congratulates each other on a job well done, right?
Wrong. Healthy, reliable demand generation requires a full lead nurturing strategy from first contact through decision and purchase.
Marketing teams should work alongside sales throughout the purchase journey, remaining in tune with buyer questions, concerns, and attitudes. Depending on how robust their resources are, marketing teams should continue to interact with these high-value leads all the way through purchase by providing helpful content to answer common questions.
Your marketing team should focus on the types of content prospective clients need, as well as the most appropriate channels to share that information. The goal with this kind of targeted nurture campaign is to reach customers with the right content or assets at the moment when that information is most helpful to them.
We recommend closely monitoring lead feedback to get a sense of whether your outreach strategies are meeting customer needs. Regularly review lead nurture track performance data and take note of stages that receive greater engagement or increase unsubscribe rates. Adjust your lead nurture tracks and messaging accordingly, as often as necessary to maximize results.