Lead nurturing is a type of automation focused on leads who are not yet ready to buy. A successful lead nurturing campaign delivers content of sufficient value to your leads that you establish brand preference long before a purchase decision is made.
Some marketers are beginning to nurture in a structured manner for the first time, while other marketers manage organizations with dozens of highly coordinated nurture campaigns running concurrently.
A best practices question around lead nurturing I have often heard is whether or not you can overdo it? I had a look at companies who are doing no nurturing, just one nurture campaign, and many nurture campaigns to see what benefits come from running multiple nurture campaigns. For each bucket, the success metric I checked was the number of responses yielded per contact.
I found that marketers running multiple nurture campaigns run more leads per program through them, and generally receive much higher response rates than those who do not. There is an interesting down-tick at the highest level of multiple nurture campaigns. There appears to be a sweet spot if you keep the number of campaigns below 10. Perhaps any more than that becomes distracting and it is difficult to properly segment and deliver relevant content. Indeed, even with this large number of programs, ever increasing volumes of leads are being pumped through them, indicating a volume approach may not work as well (despite being better than not nurturing at all!). What do you think?
For more on this topic, consider reading the excellent 5 Things You Need For Successful Nurturing by Carlos Hidalgo.
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