Quadruple Results with a Multi-Step Lead Nurturing Campaign

Posted by | December 16, 2009 | Email Marketing, Lead Nurturing | No Comments

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.

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.

What’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.

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Troy Burk is the CEO and founder of Right On Interactive. He is a recognized thought leader and speaker on the topics of lifecycle marketing, marketing automation, lead scoring and nurturing, and email marketing. Troy earned his bachelor’s degree from Ball State University. He lives in Indianapolis with his wife and three children where he serves on the Greater Indianapolis Chamber of Commerce’s Membership Marketing Committee and is involved with youth sports.

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