Step 3: Develop the lead nurture plan
The lead nurture plan defines who does what and when. If this is the first time your company has launched a lead nurture program, keeping it simple to start makes good sense. You can ramp up or expand activities as you go along. Remember to engage team members who play a role in the development and fulfillment of the plan.
Here are a few questions you will need to answer:
- When and how does a new prospect enter the lead nurturing process?
- What communication channels do you plan to use?
- How often will you communicate?
- How will you track your activities?
- How will you measure the effectiveness of your activities?
- What resources will you need to execute the plan?
Step 4: Execute the plan
Consistent and sustained actions lead to successful execution. Regular status meetings with your team will help you keep on track. And, now that you have a plan, you can use it to launch future lead nurture programs more quickly and easily.
Step 5: Measure results
Evaluate your progress using the metrics established in Step 3. The results will help you determine what activities were successful and those that need to be reworked. You will want to use a combination of website engagement, completed contact forms, social media engagement, leads that reached quote stage, and leads converted into customers. You can also ask your new customers that went through the lead nurture program what content was most useful to them. Likewise, if you have an opportunity to ask the prospects that did not choose your company what you could have done differently, listen without comment.
Executing a winning lead nurture program is easier when you follow these steps and plan our your process.
Need help generating leads, read our Four Tips to Get Started Generating Leads