A simple lead nurturing example for every business

April 20th, 2012 by Robert Pease

Looking for lead nurturing examples?  Look no further!

One of the most beneficial things you can add to your sales process is an email lead nurturing campaign to engage with prospects through the middle of the funnel. This is the time between when they have raised their hands as interested in what you do or the problem you solve and actually becoming a customer.  This is also the time it is easiest for them to forget about you or for you to forget about them because of broken sales and lead nurturing processes.

One email lead nurturing example we recommend to every company that is focused on getting people to sign up or register on their web site is detailed below.  This is a pretty straightforward, time-based flow that you can add some sophistication to by further segmenting on how they fill out a web form – location, primary areas of interest, role, etc.  Let’s leave that for later and just focus on a simple registration/sign up lead nurturing flow.

Let’s look at each of the above steps separately:

1. +0 Days from Registration – this is your opportunity to let your company and product personality come through. This is not a system-generated, transactional email. If you have a web-based application, you have already sent a confirmation or activation link. This is your chance to genuinely welcome someone and put your best foot forward.

2. +2 Days from Registration – this is your opportunity to reinforce key areas of your product or service that unlock huge value. If you are web-based application, then highlight the three easy steps to get started, if you are an off-line business then share how best to do business with you (what you need to prepare, what they can expect, etc.).  Remember, make this about them and not about you. Focus on the problem they seek to solve or the outcome they wish to achieve.

3. +7 Days from Registration – now is your time to become top of mind again in case the prospect has gotten distracted, confused, or just lost interest.  Reinforce how easy it is to do business with you or use your product.  Highlight content that is available to help with a focus on short and easily consumed items (videos, blog posts, etc.) If all you have is a 50 page user guide, then get busy breaking it up into consumable pieces and share it in this message.

4. +15 Days from Registration – at this point, let’s hope there is active dialog between you and this prospect from a sales standpoint. This message fits in nicely because it is designed to reinforce the results and overall happiness that other customers have with you.  Again, make this content easily consumable by linking to customer testimonial videos or even just call out quotes from customers.  We all like to see validation from others so this is your chance to show off a bit.  Again, focus on the results and how easy it was to get them with you.

That is about as simple as it gets because everyone goes through the same process and the content should be already available inside your company.  The great news is that setting this up with LoopFuse is really easy and can be done at no (FreeView) or low (OneView) cost.  You’ll begin to see results immediately from open and click rates to responses and engagement.

Don’t lose people after you’ve worked so hard to get them in the first place!

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