Question

Topic: E-Marketing

Email Nurturing To Multiple Buyer Segments

Posted by Gne2be3 on 11/3/2014 at 6:19 PM ET 250 Points
I'm under the gun to develop an automated email nurturing campaign to a list of B2B prospects that have opted in to our list, generally by requesting a quote or downloading a whitepaper.

Unfortunately, the list is unsegmented — I have no idea what stage in the funnel these prospects are currently sitting. (I identify my buyer stages as Beginning:Identifying Problem / Middle:Comparing Solutions / End:Confirming Choice)

I've been asked to put together an automated email campaign to continue to move prospects through the funnel, and I feel as though I have enough content to offer in order to do so.

My question is: since I do not know where my prospects are in the funnel, I'm considering offering multiple pieces of content in each email and allowing the prospects to chose the one (or multiple pieces) that best suite their needs.

Have you ever seen this done before? If so, can you share your experience or examples?

Do you think this strategy can work? Why or why not?

Thanks in advance for your input.

Kind regards,
Gwen
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RESPONSES

  • Posted by mgoodman on 11/3/2014 at 8:27 PM Accepted
    If you segment them on the initial landing page they hit, you'll be able to track them through the funnel. The key is that initial landing page. How do these folks find you to begin with?
  • Posted by telemoxie on 11/4/2014 at 7:47 AM Accepted
    sounds interesting, I'd like to know more. How large is your list? Are you selling electronically, or through sales representatives, or through third-party resellers and vendors? Is this a unique and/or high margin product or service which can justify an expensive multi-touch nurturing campaign?

    Without enough information, I'm shooting in the dark. do you have company names? If not, can you sometimes determine the company by the e-mail address? If I were selling a high margin product, I would attempt to improve the quality of my database by adding and researching company demographic information (type of business, size of business, location) from D&B or similar sources.

    Good luck
  • Posted by Gne2be3 on 11/4/2014 at 2:03 PM Author
    RE: If you segment them on the initial landing page they hit, you'll be able to track them through the funnel. The key is that initial landing page. How do these folks find you to begin with?

    Agreed, qualifying questions to provide initial segmentation would solve the problem -- but this is easier said than done, especially when trying to keep landing page forms brief enough to capture prospects. Prospects are generated through a variety of marketing initiatives, including PPC and display ads, SEM, direct mail, partner/affiliate programs, customer referrals, trade shows/events and direct traffic to name a few.

    I utilize the Pardot marketing automation program, so I'm not worried about the expense or work involved with creating a multi-touch nurturing program -- I can also segment prospects based on which content they select during the program.
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