Just Say No To Shitty Lead Nurturing

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1. You'll see greater results and be far better off if you send fewer, better emails rather than increasing (or even maintaining) your current volume. 2. The “Full Funnel” Nurture Approach This is the most common email nurture that I see. This nurture is supposed to take you from the beginning to the end. The first email in the nurture is top-of-funnel. It's interesting and intriguing. The second email begins to move the lead further down the funnel and by the fourth, fifth or sixth email, it’s saying something like, “Hey, here's what you can buy us, here's why we should talk.” We either think that the people making decisions are traversing their entire journey in the exact time span of our lead nurture or we believe that our lead nurture is actually going to lead them through it. Look, if I download your paper on why widget manufacturing costs are 5% higher than they should be but I’m not looking to do anything, I’m still likely not going to be thinking about doing anything by your fourth or fifth email either. Nurturing is far more effective when it’s journey specific. 3. Nurturing to Sell I'm seeing this at a rate that I haven't seen in more than 20 years. Marketers are using content that should be focused on educating and increasing engagement to try to sell (often in place of a salesperson). Marketers are obsessed with finding that magic phrase that will click in the lead’s head and drive them to buy. Nurtures should educate, inform, deliver insights, and enhance engagement. There's only one metric that matters for a lead nurture and that's engagement. If you increase engagement, then you've got the raw material for conversion, for conversation, and for opportunities. You’ll build the most powerful assets in the world: permission and attention. 4. Executing Your Lead Nurture “In a Silo” We send our lead nurtures irrespective of everything else that's going on. So when I read an email, and then I go to your website, often the two have nothing in common. “take all of the links out of your email and if you were to read the email with no links, would you have been happy you got it?” You'll start seeing your sales increase without having to work so hard to do so. That's it. That's how you deliver effective lead nurturing. If you have any questions about your lead nurture strategy, please don't hesitate to reach out. Thanks for joining me.

   In Cold email formatting

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