This lead nurturing playbook involves unifying and enriching all your leads, profiling their behavior, and using that to identify best-fit people (and companies) who are not yet engaged enough for sales.
We’ve observed teams on Hull increase marketing-sourced qualified leads by 20X, increase lead-to-opportunity 400, and triple lead-to-SQL conversions — all whilst creating a more personal, less generic experience for leads in their funnel.
Read our blog post to get a complete overview of the personalized, omnichannel lead nurturing strategy:
Learn on Hull Blog about Personalized Omnichannel Lead Nurturing.
Group together all contacts with a common lifecycle stage
Lead which you have defined according to your team’s logic. This may be defined by one tool (such as a marketing automation tool), but this needs to capture data that affects lifecycle stages across other tools too.
For instance a segment
Lifecycle Stage: Lead:
Email: Has any value(has subscribed)
Account Subscription: Unknown(not a customer)
Account created: Unknown(not a trial user either)
This could also be set as an Account-level Trait in Processor.
Connect your sources of data enrichment (such as the Clearbit or Datanyze Integrations, or Processor to call external APIs) to Hull. In the connector settings (or Processor), whitelist the segment
Lifecycle Stage: Lead to send to the enrichment tools
This will return the full response to the Hull Profile.
Capture all your leads activity and engagement with your brand:
This, together with all the existing set of lead sources will create and update Hull Profiles for leads.
Using your data-driven definition of your ideal customer profile, create a segment of your best fit leads with the highest level of engagement.
This serves two purposes - to qualify leads for sales reps to reach out, and to define the group of people that marketing needs to create nurture content for.
Analyze your segment of best-fit, low-intent leads to understand what the common elements (and potential themes) are amongst them:
The objective is to find meaningful dimensions of data to segment this further and deliver the “perfect” content to a subset of leads.
If you’re not sure what this looks like, follow this guide to unearthing customer’s pains and motivations.
With a subset of your leads and niche content (such as a webinar, event, or other specific offer) to nurture just those leads around a specific subject, you can create a nurture series for those specific leads.
Define the stages within the nurture series, including the point at which they convert into a qualified lead. For instance, with a webinar:
Close the loop in tracking. Every lead interaction must track back into Hull to ensure the lead progresses through the nurture series.
Sync your centralized segments in Hull to your end tools to manage omnichannel
Close the loop for tracking. Make sure your centralized segments can be updated by any interaction that causes progression down the nurture series.
For example, if you’re nurturing leads omnichannel to register for a webinar, a
Webinar registration submitted should update the segment being used to nurture leads to register.