We often talk about lead nurturing campaigns as if they are monolithic. But with a little investigation we find that they’re not all alike. Some might not have occurred to you. Others are for when the deal doesn’t quite make it. Here are a few different types you might find after the sales cycle has come to a conclusion.
1. The “Lost the Deal” Nurture
For those of us in the SaaS industry, a loss only lasts as long as the contract. With lead nurturing you can focus the customer’s attention on the competitor’s weaknesses and set high standards for their satisfaction. The first hints of buyer’s remorse will often come around three to four weeks after the deal is signed. Send your first communiqué around then.
Give them a few months before you start getting aggressive. For a one-year contract, make sure you give them within eight months to make sure there’s enough time to switch to your company!
2. The “Don’t have Budget Right Now” Nurture
Since most B2B companies don’t offer a layaway plan, you’ll often come across good prospects where the timing is just a bit off. You see these a lot in the late third, early fourth quarter when people use up their budgets and are waiting for a new fiscal year to refill them. For this group, time your campaign to start just before the new fiscal year begins. For example, if the year begins January 1, start reminding them of the value by late November so when the new year begins they’ll be ready to sign!
3. The “Too Small to Buy” Nurture
There are many companies that could get a lot of value from what you sell, but are too small to swallow the price tag. For these guys, besides checking in occasionally, make sure you include yourself in the campaign. This way you’ll be reminded of developments like a big investment giving the company extra cash. Better yet, set up a Google Alert and be ready to pounce if the news is good.
4. The “Too Distracted Right Now” Nurture
Hey – we live in a busy world! When you are dealing with someone who is fighting a fire, now may not be the best time for her. I’m a classic example: 3 months ago I had a baby and wasn’t able to do much of anything else besides work and change diapers for 2 months! Be understanding – we’ve all been there. Give your prospect a reasonable time, maybe three weeks, to put the fires out. But don’t take so long that she forgets what was interesting about you in the first place.
Marketing automation makes it possible to attack these otherwise lost opportunities without distracting from your favorite ones: those about to sign!
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