Lead Nurturing & Scoring

Demand Generation Lead Nurturing & Scoring: Time & Marketing

There are two ways you can get contacts.

  • Through In-Bound Campaigns
  • Through 3rd Party Lists

3rd Party Lists Audience

3rd Party Lists are much easier, you can buy them, or you can generate them yourself.

I like to generate the lists myself, but this requires a lot of work. You’ll have to know to who you are sending the list, you have to have a strategy in place to target specific job positions and you have to make sure that the emails are valid.

There are tools that do that. I personally use as it’s the cheapest LinkedIn scraper and it’s fairly accurate.

Getting Contacts Through Digital Marketing Campaigns

Just like Sales, companies are doing Digital Marketing wrong.

They are running Branding campaigns, which I consider a massive waste of money.

Yes, people will know your brand and they might make an inquiry when they have a demand.

But you can’t really measure it how do you know if they would ever have a demand for your service?

This is where In-Bound Campaigns through Digital Marketing and Direct Response (which I covered in the Account Based Marketing) article comes in handy.

This process is really simple, you just need to collect the potential prospect’s email.

That’s it.

This is easier said than done. There is a lot of variables when it comes to Digital Marketing. But the overall KPI I usually look at is:

Amount Spend: Emails Collected

In order to have the best KPI ratio, you need a solid understanding of B2B Direct Response Copywriting, which is itself so complicated that I’ll have to write a separate article on it.

Keep in mind that Digital Marketing Platforms, like Facebook Ads, Google Ads, or whatever only deliver your ad.

How your ad performs is up to you.

The better your copy is, the more results you’ll get.

Tailor Your Message to Businesses

As we covered earlier, the main point of lead scoring and nurturing is to transfer the information you know to your potential client or protect.

Transferring this information is not as easy as it seems.

If your business is about, let’s say digital marketing, then you would write long paragraphs on how to run ads for your business.

But when you send that article or email to a potential prospect (and you have a tracking system in place), you could easily see that your potential prospects or visitors are not reading the article.

The reason for that is that you might find digital marketing interesting, but your prospect won’t. They have a problem they need to solve and they don’t have time to read long texts of case studies.

But then again if your texts are small, you wouldn’t be taken seriously.

This is the same reason why books are so long, everyone knows that you could write a paper to be 40 pages and that’ll cover everything.

But who buys a 40-page book?

I’ve sorta solved this problem by dividing the content into 3 phases with each phase having separate requirements.

The only difference between these phases is the content length, with the first phase being only a few sentences long and the phase taking more than 15 minutes to read.

The reason why I divided the length of the content is the “short attention span” prospects have in 2021. No one would read an entire whitepaper or a book without knowing who you are.

This chapter is going to be a bit long, so I’ll write it in my article regarding Copywriting.

Understand The Sales Cycle – Why Time Is Important And How To Nurture

In a simple way, nurturing is pretty much just communication between you and your potential prospect.

Think of it as a conference, you talk to a potential client and you measure their results in real-time.

If what you are saying is boring, you would switch your theme. If you see that the person you are talking to is interested in a general topic, then you talk more about that topic.

This is what Lead Nurturing & Scoring is, except that it’s done online.

Once you have the content ready (which we covered in the previous chapter and a new article is being written) then it’s time to set up the system.

Nurture Campaigns

This is a bit problematic, since tools that could do all of this are pretty expensive.

Some tools that come to mind are Adobe Marketo and Salesforce Pardot, however, they cost a fortune and it’s oftentimes not ideal for smaller companies.

I’ve had a good experience with Active Campaign since it’s the only tool that I can use to connect my very own email server (and I’ll get to the reason why that’s important later on).

If you are starting out and your average client lifetime value is high, you might be able to do this manually with a basic CRM.

However, this is not scalable.

The point of nurturing a prospect is to track their journey, see if they’ve consumed the information you’ve sent them, and then move to a different stage.

Relevant Content – Drive Purchases

By writing relevant content to your buyer you are building relationships with your buyer and thus creating a very straightforward buyer journey.

I highly recommend that you use buyer persona templates, which will fit your ideal buyer persona.

Marketing Strategy – Nurture & Buying

The buying journey must be connected with the buying process, for that the buying stages need to be in par with the buying cycle.

Keep in mind that the buying cycle must be perfectly synced with time. Make sure to funnel the typical sales funnel we’ve covered in previous articles.

A perfectly executed sales funnel will bring sales leads and can enhance your sales process.

Incorporating time can turn your marketing leads into sales-ready leads for your sales reps.

Understand Buying Stages

When it comes to larger purchases a purchase funnel needs to be incorporated with your marketing team.

A longer customer experience can bring better purchase decisions and thus better leads experience.

Personalized content can also bring a personalized experience. Therefore, make sure that you include direct response copywriting with your content.

Retargeting, Ideal Buyer, Buyer Persona & Marketing Automation

Retargeting can be with ABM or just retargeting previous visitors. If the company size is bigger, then you must incorporate a better buyer persona and marketing automation.

This can vary differently based on your target audience.

Make sure when running retargeting that you tailor your message, personalized messages can cause wonders when running nurture campaigns, especially with display retargeting and general retargeting campaigns.

Marketing Funnel with Retargeting

I highly recommend that you incorporate content marketing and email marketing with your retargeting funnels.

Email marketing automation can also help with your retargeting efforts.

Make sure that your marketing budget aligns with your marketing channels.

Blog Content & Target Customers

Content can be great for marketing materials and marketing tactics.

You can check our ABM article and find more information on practices in marketing.

Better copy and content can bring an increase in sales opportunities and better sales opportunities to bring larger purchases and better purchase decisions.

Make sure when writing your blog content to your target customers to make sure that the purchase funnel is set up properly for each stage.

Different types of content work differently for each purchase funnel.

Demand End Results

I’ve had campaigns where my marketing activities generated what’s called an MQL (Marketing Qualified Lead) and SQL (Sales Qualified Lead).

The difference between these two is that one is nurtured and the other one is not.

When an MQL is sent to a Sales team, the answer rate was 17% (Lead to Answer Rate) and the “Scheduled Demo” rate was 3.3% (Lead to Demo) rate.

When the lead was nurtured (becoming an SQL) and then sent to the Sales team, the answer rate was 65% (Lead to Answer Rate) and the “Schedule Demo” rate was 34% (Lead to Demo) rate.

Since in both cases we were running Demand Generation and Account Based Marketing campaigns, we were optimizing on the ROI scale (Cost per Demo).

Without Lead nurturing, we were paying $1,363 per Demo.

With Lead nurturing, we ended up paying $132 per Demo.