Did you know that according to DemandGen Report, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads? As intimidating as lead nurturing can be to implement, that benefit is too good to ignore.
However, before you start firing off emails to every prospect in your database, make sure you note these pitfalls, which could cause your lead nurturing program to crash and burn…before it even gets off the ground.
Getting Started with Lead Nurturing: 5 Mistakes to Avoid
- Diving in without a plan
Going from whatever you’re currently doing to executing a complex lead management strategy shouldn’t happen in one giant step.
- Ignoring sales and customer service
If you don’t keep your sales and customer service teams in the loop, your lead nurturing could end up complicating their efforts.
- Not identifying your ideal lead
It’s important to define your ideal lead (and know their buying cycle) and treat them differently.
- Getting too complicated at the start
You don’t have to nurture different segments when you’re first starting out. Start with a single nurture campaign for all leads, or focus on one segment. You can get more complicated later, but it’s important to get started with your latent prospects right away.
- Using “lack of content” as an excuse for not getting started
Yes, content is king, but that doesn’t mean you have to start from scratch. Take inventory of what you have. You’ll likely have more useful content than you realize. Slice, dice and repurpose what you already have.
Still wary about implementing your own lead nurturing program? Make sure to check out our free Best Practices for Setting Up a Lead Nurturing Program white paper.
What’s your biggest lead nurturing challenge? Share it with us by leaving a comment below.