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Creating a Lead Nurturing Marketing Matrix 101

Posted on May 14, 2008 by Ashlea Harris, Vice President of Program Management

When developing a lead nurturing campaign, you must make sure you have a well defined marketing matrix. Once you have performed a baseline qualification of your leads and have crafted value propositions which uniquely position your service/product, it’s time to make sure your marketing matrix is clearly defined and audited on a regular basis.

What is a Marketing Matrix? – A marketing matrix is a chart that aligns the relevant content available for use during the lead nurturing process. Content may include on-demand webinars, podcasts, white papers, case studies, events and third party articles. All content should map to specific prospect segments. A marketing matrix will typically include a combination of key categories such as title, industry, and challenges. Below are three elements that should be considered as you develop and audit your marketing matrix:

  1. Consistency: It is important that all marketing materials included within the matrix share the same “look and feel.” In order to reap the benefits of repetition, this element is critical. In addition to consistency of design elements, there needs to be a constant message throughout. To maintain a consistent message, terminology must be carried over from phone conversations, to emails to collateral materials. Failure to do this will “muddy the waters” of communication and lead to mixed messages, which can chase away good prospects. As your prospect hears relevant messages over and over and becomes familiar with your company and your services/products, they will also become more aware of your brand and what you can offer to them.
  2. Frequency: Maintaining a marketing matrix can help marketers plan a content strategy with their collateral, and ensure that they are providing value to prospects over time. It is important that you listen to the prospect and contact them back when appropriate based on the buying stage, interest level or even as certain newsworthy events occur. As my colleague Jason St.Onge said, from a telemarketing perspective, “having a reason to call through the use of relevant information is more effective than a “check in” call aimed solely at seeing if their situation has changed.”Contact for the sake of contact is expensive for the marketer and a waste of time for the prospect. Make sure that you are providing relevant content during each communication.
  3. Variety: Due to the ongoing nature of lead nurturing programs, it is crucial to provide value to prospects during each interaction. This only comes from continued touches using a variety of methods. The “value” of a touch comes from deciphering the relevancy of information for that particular prospect. While a phone conversation may be the most beneficial way to get a message across, you may gain more “value” from a timely email based on the topic of an earlier conversation or by inviting them to join a webinar you are hosting next week. Developing the right combination of activities allows you to enhance the relationship with your prospect.

For your company’s marketing strategy to succeed, you must continually update and enhance your best practices. This must be done to keep up with new technology, customer and prospect demands, as well as to manage the competitive landscape. More importantly, you must find new ways to use the tools you have already developed, which will enhance your campaigns while keeping costs at a minimum. When doing so, make sure to update your marketing matrices to ensure the most current information is being shared with your potential customers.

Tagged: lead nurturing, lead nurturing content, marketing matrix, telemarketing sales leads, lead generation

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