A Tactical Approach to Targeted Lead Nurturing Webinar Q & A

What is the difference between recycled and reconstituted lead nurturing? Recycled Lead Nurturing is for prospects that have been actively or passively disqualified by sales.  A prospect may not have fit the “BANT” (Budget, Authority, Need,Timeline) criteria at the time it was originally passed over to sales and therefore, deemed a “No Fit” or immediately disqualified.  Building a lead nurturing process for these prospects helps ensure that no opportunity is left lying on the ground.  Reconstituted Lead Nurturing is for prospects that have been worked by sales and are considered closed or dead.  This type of nurture is designed to re-engage leads may have gone with a competitor or otherwise decided not to purchase.

What are some examples of non-corporate or non-branded content?

Offerings that educate readers on how to be more successful in their field rather than offerings that focus on company or brand attributes.  Whitepapers, Webinars and Analyst Reports are some examples of educational, non brand-specific content.  A few examples from the Manticore Resource Center are Marketing Automation: Lessons from the Trenches, Advanced Lead Nurturing Tactics with Ardath Albee, and Recessionary Marketing: How Best-in-Class Companies are Weathering the Storm.  As Mac discussed, this content should be “gated” or require readers to register.  Corporate or branded content, such as datasheets or customer testimonials should be open requiring no registration.

What are some lead generation ideas for organizations with smaller budgets?

If your lead generation budget is limited, consider building recycled or reconstituted lead nurturing processes targeting the existing leads in your database.  You might also work on building strategic partnerships with organizations that provide a complimentary product or service, offer to partner with them on their lead gen programs and share the leads. 

How would you use past behavior or psychographic profiling in your lead nurturing strategy?

You can personalize your lead nurture tracks by using dynamic content and change your message based on demographic or behavioral characteristics.  For example, if you know a prospect attends a certain event each year, you could use a dynamic content block to mention the event and subsequently offer them a piece of related content.

What components should you take into account when building a lead scoring model?

Lead scoring is all about enabling the sales team to prioritize leads based on their likelihood of closing, which should be determined by how well they fit your ideal prospect profile.  Building a lead scoring model should be a collaborative effort between marketing and sales.  Typically, leads are scored based on demographic components, such as role, budget, and need, as well as behavioral components, such as downloads, web page views, and online activity.  A lead scoring model should be refined often, and it’s a good idea to start with just a few demographic components and build on it.