Seven ways not to suck at lead nurturing

August 18th, 2011 by Robert Pease

We recently had a discussion with Mac McConnell of Bluebird Strategies about how to do lead nurturing the right way.  Mac knows a thing or two about his given his previous senior sales experience at Sun Microsystems.

You can watch the replay of the webinar by clicking here.

Mac walked us through some great tips and examples during our discussion.  Here are seven things that will keep you from sucking at lead nurturing:

  1. Focus on creating value for the buyer by putting yourself in their shoes and asking “how is this solution going to improve my worth at work.”
  2. Ensure the content offered meets the expectations of the audience.  Content for the sake of content is a frequently repeated early mistake in lead nurturing programs.
  3. Don’t rely too heavily on past accomplishments (case studies, etc.) because they may not apply to the current customer’s situation.
  4. Lead nurturing is not a “set it and forget it” process.  Keep it simple but constantly assess both the content and timing of your nurturing program.
  5. The best nurturing program is one that focuses on the prospects area(s) of interest and creativity can “shake up a sleeping” database of leads.
  6. Don’t forget about retention and the role nurturing plays in that process especially if you are a subscription-based business.  Nurturing doesn’t end once someone becomes a customer.
  7. Seek first to educate and demonstrate your knowledge of the customer’s problem and it flows more naturally that you have the solution to that problem.

Great points Mac!  Be sure to watch the whole thing here.

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