A good is your lead nurturing process consists of following important elements :
1. Educate target leads to solve their complete problems (not just limited to the solutions that you provide) with personalized content and access to everything at one place.
Your lead nurturing content should be helping your target leads to solve their end to end problems and not limited to the solution that you provide.
The Education Led Marketing that you do, should be, ideally, delivered to the target audience for FREE. It should provide personalized content. In addition, access to all the content should be at one place or link.
2. Communication between responsible functions
Functions in your organization which are responsible for nurturing leads should be communicating with each other seamlessly.
e.g. For Lead Nurturing of customers, your Marketing and Product Management should collaborate well and create right content.
3. Visually appealing, easily seen and easily accessible content
For the targeted audience, the lead nurturing content created by your organization should be visually appealing, easily seen and easily accessible.
4. Social / Peer Learning
For the targeted audience, the lead nurturing content created by your organization should promote use of peer learning and provide technology for the same.
5. Repeatable, Scalable, follows industry BEST practices with Feedback loop
The process with which you deliver your lead nurturing content to your target audience should be repeatable, scalable and follow industry BEST Practices. It should also have a feedback loop to make it better.
6. KPIs : Quality focused and not Quantity focused
Your organization should have set right Key Performance Indicators (KPIs) w.r.t. to the ENGAGEMENT of the target leads to the content (e.g. course completion, lead conversion etc.)
7. KPIs : Output focused and not input focused
Your organization should be tracking your employees responsible for lead nurturing using a measure related to Output and not the input. e.g. Sales per month or Demos per month instead of Content generated per month.
8. Motivation to consume as well as share your content
Your organization should have a mechanism in place to motivate target audience to consume as well as share your content.
e.g. You can use certification to encourage course completion, provide technology so that users can share their certificates on social networks. You can use gamification/leaderboard to encourage healthy competition.
9. Motivation to create quality content
Your organization should have a mechanism in place to motivate your lead nurturing employees or respective functions to create quality content.
10. Automation/Semi-automation of each and every step in the process
Your organization should have a mechanism in place to find and automate/semi automate each and every step in the lead nurturing process.
Do you want to know how good is your Lead Nurturing process?
Answer these 10 carefully crafted questions and check out the same. Not only check out but identify areas where you need to improve!