Nurture Campaigns for Sales

Introduction

Selling is hard work. Finding a prospect who's ready to buy when you contact them for the first time requires a bit of luck. It is no surprise they are not sales ready yet, they may never have heard about your business before, and have no reason to trust you. Building a relationship and trust with your prospects is key for converting them to customers. But, do you have the time to keep in touch with all of your prospects all of the time?
That is the objective of nurture campaigns. They build trust and relationships until your prospects are ready to have sales based conversations and engage with you.

Which areas of Gold-Vision will you use for Nurture Campaigns: Core Gold-Vision, Campaigns, Gold-Vision Connect, Marketing Automation, Touchpoints.

How it works

Step 1: Identify the prospects you wish to add

Determine who should receive your nurture campaign. Filter any list you need, and create a new Campaign Source. Some examples of Contacts that could be relevant:

All Contacts from Accounts with a business relationship : Prospect
All Opportunity Contacts with the Opportunity Type : New Sales, where the Opportunity state is OPEN

Now think about the Contacts that should be excluded from the nurture campaign. Filter this list again, and add to your existing Campaign Source. Examples are:

All Contacts from high priority Accounts
All Contacts from Accounts with a tickbox ticked by sales to indicate they should not be included in the nurture campaign
All Contacts from Accounts with a business relationship : Customer or Supplier

campaign source example

Step 2: Design your email templates in Connect

Use the drag and drop designer or upload a design in the HTML designer in Gold-Vision Connect. Brand your email template to fit your business and play with the mobile features to accommodate those who open your emails on mobile devices. Make sure your call-to-actions are clearly visible, and clickable on touch.

Email template example

Step 3: Create or re-purpose content to engage

The key to a successful nurture series is not to sell, but to engage with your prospects. In order to do so, offer them content that is interesting, relevant and useful to them. Send links to blogs or whitepapers that address your prospects' business needs, case studies and customer stories to highlight your expertise. You may find that your existing content is great as is, or you may choose to re-purpose a whitepaper into one or more blogs. There is no need to start from scratch, use the resources you already have and build on those.

Keep in mind: The aim is to build trust and stay top of mind with your prospects, so that when they are ready to buy, they come to you.

Content example

Step 4: Decide when your prospect is engaged

As your prospects read your content and get to know your brand better, you can respond to their engagement using Gold-Vision Touchpoints. Set up rules to score when emails in your nurture series are opened or when valuable links are clicked. When your prospect reaches a defined level of engagement, send an alert to the sales person, or create an automated phone activity so your team can follow up with a personal phonecall at the right time.

touchpoints

Step 5: Start your nurture campaign

You don't want to bombard your prospects with emails, so think about how often you want to reach out to them. Send your emails with a delay of 14 days, or send them monthly. Start your nurture campaign in Gold-Vision, using Marketing Automation and expect warmer prospects, leading to higher conversion and closing more customers quicker.