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How to Nurture Your Marketing Automation Leads to a Certain Sale

by Sid Smith  |  
September 24, 2012

A common misconception about lead nurturing in marketing automation systems is that its purpose is to "move prospects through the sales funnel.". No prospect wants to be moved anywhere. The real purpose of lead nurturing is to follow a prospect through her buying process and mirror what the prospect is thinking when she is thinking it.

Who's in charge of the buying and selling process?

Let's say you're thinking about a new surround sound system for your man or woman cave. You haven't decided to buy, but you want to explore your options.

The store salesperson does the classic solution selling routine on you. He establishes rapport, asks what you're looking for (a new surround sound system), and promptly starts selling you on a solution. Within minutes you're overwhelmed because he's talking circles around your current knowledge level.

More important, the salesperson totally missed the mark by assuming you're ready to buy. In other words, he's moving you through the sales funnel with complete disregard for your buying process.

The key problem in using marketing automation software as a sales tool is that it tries to take a shortcut through the typical sales process. The prospects download your report or whitepaper, so you naturally assume they're interested in your product. Most companies start selling solutions right out of the gate with their follow-up emails, just like our surround sound salesperson.

You know from your personal experience that this type of approach just doesn't work. Let's make things right with the following steps.

1. Follow the prospect's buying process rather than your selling process

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Sid Smith is lead copywriter and marketing automation specialist for Albertson Performance Group. Sid has written on topics ranging from flex circuits to motherhood, but gets a real kick out of putting together the puzzle pieces of complex marketing automation strategies. Reach him via

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  • by Prugh Roeser, The Devereux Group Tue Sep 25, 2012 via web

    Hi Sid,

    Thanks for your article. I couldn't have said it better myself. We've been doing lead nurturing since 2002, and preaching "following the buying journey" to anyone who'll listen. We always used a car-buying analogy instead of a surround-sound system.

    Back then, we defined a somewhat simpler buying process, but it boils down to the same steps. We also did 2 other things that I think are assumed in your article but not necessarily stated explicitly.

    First, we started with the premise that lead nurturing/marketing automation is a multi-touch experience, and campaigns should be explicitly designed around a multi-touch experience. That means keeping each lead aware of where they are in the process in terms of what's already gone before as well as what is still to come. I won't bore you with the specific techniques, but we found it works well in terms of letting individual leads decide where they are in the process, and what offers (assets) they're most interested in -- which is even better than our trying to slot them by buying-process step.

    Second, we segment them on the fly, but only based on their initial response. That's because we use their initial response and answers to interest profile questions to match them to a nurture track which has been designed specifically for that combination of interest and profile. Not only does that make the nurturing process more manageable, but it gives leads control over what they want to learn more about, and provides us with a more meaningful way to measure the effectiveness of the nurturing track and the offers being used. It also normalizes the experience so we can evaluate sources and origins of names on a head-to-head basis which enables marketing to get smarter about where to find productive names.

    BTW, we've also used our multi-touch, dynamic segmentation approach for lead generation, and it works just as well for people at that early stage as it does after the leads have been acquired.

    It's reassuring to see other people view lead nurturing/marketing automation the way we do.

  • by Sid Tue Sep 25, 2012 via web

    I love your ideas on multi-touch and dynamic segmentation. You've clearly harnessed the true power of marketing automation. We've been moving more towards your model, especially dynamically segmenting leads as soon as possible.

    I'd love to hear more about your methodology. As marketers, we're having to combine the "timing" of messages (to fit where they are in the buying process) and the relevance of the messages (how it fits their specific interests). Dynamically segmenting leads quickly will help with relevance, while using a multi-touch approach ensures that we're matching their buying process.

    Thanks so much for the wonderful addition to this article.

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