GOAL SETTING

Establishing a lead nurture program is not an end goal in itself; rather, it serves as a means for your business to achieve its overall objectives. For your lead nurturing program to succeed, it’s essential to first clarify what you aim to accomplish.

Set the Stage

Designing an effective lead nurture program begins with evaluating your current lead management processes. By asking the right questions, you’ll uncover opportunities for enhancement and gather crucial information to define workflow challenges.

Involve the sales team in this initial discovery phase. Including their insights ensures a comprehensive view of your leads.

Here are five questions to consider regarding your current lead management process:

1. How many leads do you generate each month, and what are their sources?
   Understanding the volume and origin of your leads is vital for determining the scope of your lead nurturing program. You can obtain this data by running reports in your marketing automation or CRM system. The number of leads influences the number of nurture segments you create and how often you communicate, as you may need to address different audiences at various times. Additionally, knowing your lead sources will guide you in developing the appropriate tracks.
2. What range of products do you offer?
   Some companies have very uniform product lines, while others offer a wide variety of products or services. The diversity of your offerings significantly affects the number of tracks in your program, as well as your messaging and offer strategy.
3. Who are the key audience groups within your inbound leads?
   How varied are your leads regarding functional roles, industries, and company sizes? To what extent do these groups require tailored messaging? The more distinct groups you have, the greater the need for separate lead nurture tracks to ensure your campaigns remain relevant and effective.
4. What does the current lead lifecycle look like?
   How are leads currently responded to, distributed, and managed? How frequently does your company communicate with leads over time? Understanding your current follow-up and prioritization methods can help guide your lead nurturing program toward areas that will likely yield the best ROI. When evaluating ongoing communication, consider not only formal marketing programs but also how often sales reach out to these leads.
5. What percentage of your leads are considered sales-ready upon entering your database? And what is your average time to opportunity?
   Knowing the percentage of leads that are sales-ready at the point of entry is crucial for structuring your lead nurture program and measuring ROI. Additionally, understanding your average days to opportunity can help you benchmark the impact of lead nurturing on your leads.

• GOAL SETTING
• GOAL SETTING RECAP
• LEAD NURTURE TEAM
• TECHNOLOGY SELECTION
• NURTURE AS PART OF YOUR OVERALL MARKETING STRATEGY

Number of Pages:

• 17 pages

Pricing: 

• Free