Nurturing Leads

Exhibit 21.10 GoDaddy targets existing customers with promotional offers on new orders.

Nurturing is the process of developing relationships with your prospects by engaging with them in ways that benefit the prospects. It focuses efforts on listening to their needs, and offering well-intended advice, information and solutions to address their needs.

Nurturing takes place at all stages of the marketing funnel, at every step of the prospect’s journey. The processes and tactics commonly employed include:

  • Follow-up leads by email, webinar, web chat, sales call and so on. Exhibit 21.10 depicts an example where GoDaddy is targeting an existing customer through an email with a promotional offer for new orders.
  • Retarget ads to remain in prospects’ minds.
  • CRM (customer relationship management) practices to manage, analyse, engage and build relationships.
  • eCommerce to facilitate the sales process.

Nurturing that engenders trust is far more effective in building relationships. Since you cannot win prospects and earn their trust by bugging them, it is important that intrusive approaches such as emails are directed to those who opt-in, or at least, have the provision to opt-out. For instance, the email offer by GoDaddy shown in Exhibit 21.10 provides unsubscribe instructions at the end of the message.

To get prospects to opt-in, you need to create fresh opt-in opportunities. This demands constant efforts on your part to craft messages and develop materials that are beneficial to your prospects.

Exhibit 21.11 Kantar Worldpanel’s emails sharing their latest consumer insights help to raise the top-of-mind presence of the vendor in the minds of prospective customers.

‘Pot sweeteners’ can be used effectively to build relationships. These are items of value to prospect, but which do not cost much to produce.

For example, as shown in the email in Exhibit 21.11, the Kantar Worldpanel shares research insights with prospects, in an effort to strengthen relationships and remain top-of-mind.

With emails, it helps if you can develop a personal touch. Personalization, in part, is a function of knowing your prospect and sending the right messages. It is also important that real people are sending out emails, as opposed to “this is a computer generated message”.

Emails campaigns should be evaluated primarily on the basis of behavioural aspects such as the frequency of visiting website, the items downloaded and the pages visited.

It is important to keep your end goal in mind, particularly when nurturing prospects, and that you ensure your messages are aligned with the goals.

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