Tuesday, March 8, 2011

Building a Nurturing Fast Lane


Nurturing programs do a great job of building relationships, from tire kicker all the way to ready to buy leads.

There are those rare leads however that are impatient and are ready to buy sooner, sometimes much sooner. Your nurturing pace is too slow for them and they are ready for contact NOW.

While lead scoring programs monitor and report on these, anyone who indicates that they want contact immediately, should get contact immediately – like in the next 5 minutes. Lead scoring programs are fast, but not that fast!

The Nurturing Fast Lane

it’s surprising how many leads actually take action if you give them the opportunity to request contact immediately, where it makes sense. We all know that just slapping a Contact Me link on your website usually produces nada, but presenting a way for impatient leads to make contact at the end of an engaging asset often yields better results.

Try adding a Contact Me Now link at the end of every asset in your nurturing program. For example, a link at the end of an entertaining video, an informative whitepaper or a relevant case study. Add this fast lane option to the end of each asset you deliver, even if it’s just an email.

It often relieves friction if you give them a choice of how they want to be contacted. Something like this:

Yes I want to learn more:
BTW: This usually also gets you a valid phone number if they choose that option. Expect roughly 75% of responses to want email contact vs. phone contact, but hey, its better than wanting no contact!

Rely on form notifications to get this into the hands of sales immediately. Time is of the essensce. An immediate repsonse is always ideal. Sales love talking with leads who are engaged right now.

If you don’t have a fast lane built into every nurturing touch point, try adding it. I’ve seen results anywhere from 0.5% to 3% response rates! The more interesting, informative, relevant and sometimes entertaining the content, the better the conversion. The story of our lives.

Visit my brand new website and learn more about lead nurturing.

Steve Kellogg
-Demand Generation/Marketing Automation Consultant, Astadia
-Eloqua Certified Marketing Best Practices Consultant

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