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Just Say No To Shitty Lead Nurturing
liftenablement.com
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Aug 1, 2019 3:30:00 PM “Email is a critical component and in many ways, it's the only channel that we truly, fully own to create a one-to-one communication mechanism.” It’s like if you're not ready to buy then sellers don't have time for you in their approaches. I know how hard it is to generate the engagement of a lead/prospect that fits your ideal client profile. I know how hard it is from the perspective of the seller or the marketer. I also know how it feels from the perspective of the buyer and I'll speak for myself. When I interact with companies that are doing things that I'm intrigued by and I want to know how they do what they do and how can they impact or benefit me, It's like they've all read the same playbook. They’ve heard that “customers are doing their own self-journey,” so if a prospect is not ready to buy, then the prospect is on their own to figure it out. If that works for you, then hey, who am I to tell you not to do that, but what’s the cost? Company databases have multiplied over the last few years. You’re likely generating more leads than you ever have, but most of them are not ready to buy and - BELIEVE IT OR NOT - most people don’t want to figure it out on their own. Your database likely represents an extraordinarily valuable, but latent, asset that you've spent a considerable amount of money to build. And you’re blowing it! It's not just me saying that. A report from DemandGen & Vidyard shows that 86% of marketers rate their current lead nurturing initiatives as average or below average. 86% average or below...Are you kidding me? The Objective of a Strong Lead Nurturing Strategy What's the purpose of lead nurturing? Well, the answer is in the question. It is to nurture, to cultivate, to care for. What, what image comes to mind when I say lead, nurture? Well, it's probably something like the image here, delicately watering grass so that it'll grow, but we that’s now how we’re executing lead nurturing strategies. The problem, however, is not the strategy, it's the objective and the metrics that are being used to manage it.