Question

Topic: E-Marketing

How To Create Product Interest W/ Nurture Emails

Posted by kristenmarketing on 1/11/2010 at 6:28 PM ET 125 Points
Most of our organic web leads were generated through content such as an eBook or a survey. They did not respond directly to a product offer (demo, tour, etc.). What's the best way to steer them towards our products so that they'll ask for demos or at least take a product tour? How soon into the nurture program should I send them such offers? I can continue feeding them more content, but those don't have a direct impact on my pipeline. I'd appreciate any feedback on what has worked in your experience.
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RESPONSES

  • Posted on 1/11/2010 at 7:16 PM Moderator
    Any reason you can't just experiment to see what works best for you? There probably isn't any hard-and-fast "rule" that works for all companies in all industries.

    And it probably depends somewhat on the purchase frequency, size of initial commitment/risk, and a bunch of other factors ... so you really will have to plan some experiments, implement them, and read results.

    Net: We don't know the answers to your questions. What we do know is that a series of tests will probably get you to the answer pretty quickly.
  • Posted by thecynicalmarketer on 1/11/2010 at 7:33 PM Accepted
    Great answer by mgoodman. I would add that it also depends on how much content you have that is truly of value and that would contribute to moving someone into and through the sales cycle. If you deliver valuable content you can have more frequent contact and interaction. If your message delivers no additional value-add then even once is too often for many. And of course, make sure you are making prospects aware of your other resources whenever you communicate. I am surprised at how often this is missing on subsequent contacts.

    .
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