Brian Carroll

On Lead Nurturing – thinking beyond the send

Brian Carroll April 22nd, 2009
3 comments Leave a comment

The challenge today is not in generating leads, but truly connecting with them. That's why lead nurturing matters. This is why I found this post by my friend Ardath Albee titled, "Strategy Beyond the Send" helpful. Ardath's post gives some useful ideas on how we can better connect by thinking, "like your prospects do when they set out to solve a problem. One step leads to another…and another…" I agree.

Here's a summary of the process that Ardath uses that can help you start planning a progressive nurturing approach:

  1. Think about one problem your products solve that's key to your prospects.
  2. Define that problem from your customer's perspective.
  3. List the questions they'll have and what they need to know in order to make a decision. (If you can address this to segments, all the better.)
  4. Review your options for content that addresses these concerns.
  5. Rate the Q&A for priority (take a stab and refine as you go)
  6. Create an editorial calendar based on the priority list you just created.

Also, for those who own a copy of my book be sure to check out the "buying process map" (table 5-1) in Chapter 5 or you can search my book for free via Google Books.

Related posts:

5 Lead Nurturing Time Factors to Fine Tune Your Message
Content ideas for lead nurturing and tactics to use 
Lead Nurturing – Ripening the Right Bananas

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Lead Nurturing, Sales Leads



  1. Michele
    April 22nd, 2009 at 10:10 | #1
    Reply | Quote

    The consultative solution sell at its finest! It is what makes a great sales person. It is what would transform marketing. More should do this.

    Nice piece.

  2. Ben S.
    April 22nd, 2009 at 11:32 | #2
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    Good point Michele. I like the idea of “transforming marketing”. If marketers changed their message to more closely relate to the customers needs/problems it might make it easier to the sales people.

    Ben S.
    Sales Manager
    Referral Key
    Your Trusted Referral Network

  3. CapitalSolutions
    May 1st, 2009 at 08:42 | #3
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    I always thought people search for their pain point, not necessarily for the solution, but this really hits the nail on the head. This is important for us in B2B and especially if our company’s main source of leads is our website.

    Brian, thanks for bringing this article to our attention. Good read.

    Rob

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