HomeBlog A Foundation for Focused and Effective Lead Nurturing

A Foundation for Focused and Effective Lead Nurturing

July 02, 2012 | By Jay Gaines

Companies with high-performing nurture programs understand that the focus necessary for success starts with the planning process. These organizations often use the SiriusDecisions nurture framework, regardless of the type of nurture they plan to use, to ensure plans and resulting flows are focused and effective.

In a recent post I pointed to the overly complex – and often convoluted – state of most nurture flows as a primary reason why nurture programs often underperform.

Companies with high-performing nurture programs understand that the focus necessary for success starts with the planning process. These organizations often use the SiriusDecisions nurture framework, regardless of the type of nurture they plan to use, to ensure plans and resulting flows are focused and effective. The nurture framework includes four pillars that make a complete nurture program, including:

  • Entry. The triggers and pathways for a prospect to move into specific nurture flows.
  • Treatment. The content, offers and messages used to drive incremental activity with prospects in nurture flows.
  • Transition. Signals that a prospect is ready to be moved out of a nurture program and back into an “active demand” state.
  • Disposition. The location(s) and manner in which nurtured prospects will be delivered to receiving functions (e.g. sales, teleprospecting).

By focusing on the above four pillars, marketers can categorize and simplify how they think about the core components of any nurture program. Of course, to be successful it’s important to stay focused as you define the elements that make up each of the components. We suggest starting with a bulleted list. For example, transition signals for a specific nurture program might include:

  • Achieving a predefined lead score
  • A single, high-value response or action such as attending an event
  • Lack of response to a defined number of touches (may signal the need to transition the contact into a different nurture flow)

My next post will define the three types of nurture programs that consistently deliver the most value to b-to-b organizations.

Jay Gaines

Jay Gaines is Chief Marketing Officer and Research Fellow at SiriusDecisions. His experience includes team building and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, business development, product development and management, interactive marketing/advertising, inbound marketing and social media. Follow Jay on Twitter @izjay.

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