Lead nurturing and lead scoring

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In your lead nurturing strategy, the content that you will produce and send to your prospects depends mainly on its degree of maturity . It is therefore essential to know how to evaluate it in order to "feed" your leads with relevant content adapted to the phase of the purchasing journey in which they are. To do this, you can use lead scoring .

This can be demographic or behavioral. The first is based on criteria relating to the profiles of your prospects: age, geographic area, profession, etc. This can be the subject of an initial scoring phase. In your lead nurturing strategy, behavioral lead scoring is more appropriate, since it is based on the actions that your prospects perform.

For example, opening a marketing email earns 5 points, downloading a lead magnet 10 points, etc. The more actions an Internet user takes, the more they show a priori their interest in your company and your offer. You thus set korea telegram phone number list point thresholds, adapted to your sales cycle, to determine the degree of maturity of a lead: from x points, you estimate that your "hot" prospects can be transferred to your sales team.

Developing a lead scoring grid has several advantages. First of all, it allows you to send only (very) qualified leads to your salespeople, i.e. leads that are ready to buy. This saves time in data processing, and therefore makes your sales and marketing teams more efficient. Thanks to automation and lead scoring, you are able to identify and educate your leads more easily and therefore improve your return on investment .

The steps of a lead nurturing strategy
Now that you understand the definition and challenges of a lead nurturing strategy, it is important to know how to implement it .

Lead nurturing in 4 steps
Setting the goals of your lead nurturing strategy
This is the basics of any marketing strategy: setting goals, preferably SMART (specific, measurable, achievable, realistic and time-bound). It may seem superfluous, but it is essential to assess the effectiveness of your digital strategy .

When the analysis and optimization steps come, you will compare your results to the objectives initially set. You will then be able to adjust your action plan to make your lead nurturing strategy even more effective.

Segment your contacts
Through your various marketing campaigns, you will gradually collect data on your prospects. You still need to be able to store and use them optimally. The management and segmentation of your contacts ( lead management ) is highly strategic. To do this, you can start by creating your marketing personas to define your target segments and facilitate the categorization of your prospects .

This will then allow you to personalize the sending of content. You can also segment your leads using the lead scoring method mentioned above. This is an effective marketing tool for determining the lead's position in the sales cycle. You can then use this information to launch automated marketing scenarios ( marketing automation ). The ideal is to use a CRM tool that centralizes all this data and facilitates the management of your marketing strategy.