Nurturing Leads with Your Silly Ideas

I was browsing through the latest Alert from CustomerThink.com called The Definitive Guide to Lead Nurturing (click the appropriate box) sponsored by Marketo. I just wanted to touch on something that was mentioned in a sidebar because I think it’s important. We nurture leads for the purpose of building trust so when they approach a point where they have identified a need, they more readily associated us with the solution. In order to get to that point, your content and timing need to be consistent and relevant.

To quote “Lead nurturing is not:

• Sending out an e-newsletter on a semi-regular basis

• Randomly calling leads every six weeks to see if they are ready to buy

• Blasting your entire database with a new case study

• Offering content that promotes your company’s products and services and does not take into account your prospects interests or needs at their stage of buying

How can you tell? Ask yourself if the information you’re providing will be useful to them even if they never buy from you.”