Best Practices for Lead Nurturing

Most brands use similar lead nurturing tactics, and if you want to be successful, you need to stand out. The best way to do that is by creating a more intimate, personal experience that feels tailored to each contact.

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Personalization

Personalization involves tailoring communications and content to individual leads, addressing their specific needs and preferences. Proper personalization improves engagement and relevance in lead nurturing efforts, making leads feel valued and understood. But personalization isn’t just about slapping a first name in the introduction — successful personalization requires understanding each lead’s unique interests and challenges. This is where your ICPs can come into play as you build campaigns, referencing audience needs and pain points is essential to ensure content is relevant and valuable.

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Reference Intent Data and Other Forms of Intelligence

You don’t have to guess when it comes to serving content of interest to your audience. Instead, lean on data to make informed decisions that are more likely to resonate.?Intent data, for example, allows you to understand the decision-making behavior of your existing?and?potential customers so you can serve them helpful content at the right time in the buyer’s journey. Demographics and?technographics?can also help you segment your audience based on their needs and preferences.

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Timely Follow-Ups

Regular follow-ups are a critical component of any effective lead nurturing strategy. But follow-ups can’t be generic, or they’ll likely go right to trash, nor can they be too frequent or you may turn off a lead altogether. Sending nurture emails about once per week helps you stay relevant without being invasive. What works well in a follow-up email will vary based on your industry and, of course, your target audiences. If you’re championing a B2B SaaS product, you may want to include a brief video tutorial of a feature your lead showed interest in. On the other hand, if you’re selling hand-crafted garments through a virtual storefront, a gentle reminder that they were considering your product may encourage a lead to finish their purchase.

No matter your vertical or ideal buyer, follow-ups need to be relevant and timely to facilitate progression through your pipeline.

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Use Automations and AI when Appropriate

Automation and a little help from AI can significantly improve the efficiency and effectiveness of your lead nurturing campaigns. Instead of having sales team members painstakingly watch emails and send follow-ups, let software do a bit of the work for you. Marketing automation programs allow you to schedule dynamic campaigns tailored to each unique lead that can essentially run themselves once you have the right workflows in place. Plus, thanks to AI, writing emails and other forms of outreach can be significantly easier so long as you always add a human touch before sending.

Get our guide or watch the on-demand workshop on how to use AI and intent data to create better content.

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