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Quadruple Results with a Multi-Step Lead Nurturing Campaign

by Richard Cunningham -

In the recent webcast co-sponsored by Compendium Blogware and Right On Interactive, Chris Baggott, co-founder and CEO of Compendium illustrated how business blogging - done the right way - will maximize organic search engine rankings and will have a dramatic impact on your ability to generate marketing leads.  I spoke about the equally important aspect of cultivating these new relationships through a progression of relevant email communications – a multi-step lead nurturing program. (View the webinar replay)

When generating leads via blogs or other social media initiatives, a lot of companies only reach out to these new leads via email or phone once or twice.  Or, if a sales opportunity is created and later fizzles, the sales lead never makes it back to marketing.

Instead, the best lead nurturing strategy is an automated drip campaign that cultivates a relationship with each individual over time and automatically recycles inactive sales leads.

These lead nurturing campaigns can be time-based or response-driven where, based on how a lead responds to each step, a new path is taken – with an appropriate delivery cadence.

Multi-step Lead Nurturing ResultsWhat’s the value?  The results of multi-step lead nurturing campaigns are significantly higher than those with a single-step.  For example, in a recent campaign, several thousand new web leads completed a six step process over a 15-week period.  Each received a new article or whitepaper in a six part series.  Engagement with this group was four-times the rate it would have been with a single-step campaign.

For your next blog or social media campaign, add a series of follow up email tactics that engage new leads with a series of related articles or other educational content.  Marketing automation software enables you to quickly create this lead nurturing campaign, execute without manual intervention, and considerably improve business results.
 
About Right On Interactive
Right On Interactive (ROI) is a customer lifecycle marketing software provider that transforms the way marketers nurture business relationships – from initial contact to brand advocacy.  The ROI “software-as-a-service” (SaaS) solution helps companies win and retain more customers, optimize marketing effectiveness, and maximize the lifetime value of customers.  ROI serves more than 300 customers, including Conseco, Carrier, Marsh Supermarkets, Wild Birds Unlimited, Compendium Blogware, TeaLeaf Technology, and LightBound.  For more information, visit www.rightoninteractive.com.
 
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