Telemarketing Lead Generation Blog

Lead Nurturing: What is Most Critical?

Posted on Jun 6, 2008 by Kathy Rizzo, Vice President Marketing

When launching a lead generation program, most marketers know that the single most important element is their targeted list. So, if data is the most critical element for lead generation, what is most critical element for lead nurturing? Content. In the world of lead nurturing, content is king. As stated in our article Show ‘em the Love , without relevant content, a nurturing strategy is nothing more than a means to thoroughly bug, bother and nag your top prospects. Thus, to engage in a successful lead nurturing process, you must focus attention on ensuring content is meaningful, well organized and updated.

Pulling together content for your lead nurturing program can be a daunting task, however, it doesn’t have to be. Our recommendation is to repurpose your existing content developed for your various marketing campaigns. This can include many types of marketing content such as case studies, customer testimonials, whitepapers, on demand webinars, podcasts, and solution or technology briefs. As you examine your existing content, make sure you have a strong emphasis on credibility pieces. In our experience, case studies and whitepapers are the most interesting forms of content to provide to prospects – additionally, they position you as a “trusted advisor” rather than just another marketer.

If you are short on content or need additional credibility pieces, look at third party content, which is a great way to add to your nurturing strategy at little or no expense. Enlist your PR agency to help locate relevant third party articles, which echo or validate your market position, product/service benefits, etc. Another item that is sometimes overlooked when pulling together nurturing content is your event schedule. In particular, face-to-face events can be integrated into your strategy and offered to prospects based on relevancy to their business situation, as well as their location.

Once you lay the immediate foundation for your lead nurturing strategy by repurposing content and utilizing third party articles, you can take a step back to develop a proactive process for ongoing lead nurturing content development. One of our clients has initiated a standard process in which each marketing campaign is developed with “level 1” and “level 2” content piece(s). The level 1 content is designed to generate initial awareness and interest, while the level 2 content contains more in-depth substance designed specifically for lead nurturing. Starting this proactive process with each marketing campaign can provide a tremendous amount of fresh content to add relevancy and value to your lead nurturing strategy.

For more tips on creating and updating your Lead Nurturing Marketing Matrix, see our May 14th Posting

Tagged: lead nurturing, lead nurturing content, telemarketing lead generation, lead nurturing strategies, content

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