What's an example of a lead nurturing campaign in action?

[Champion]

Lead nurturing is the process of building relationships with your prospects with the goal of earning their business when they’re ready. But remember, marketing automation isn’t a “set it and forget it” shortcut to more revenue. It’s an opportunity to scale the way you communicate with your potential customers, as long as you send emails that add value, not ask for it.

Keeping this in mind, what's an effective example of marketing automation in action? This can be an email series you've created or an email series that you've experienced from a company you engage with.

*To learn more about this, check out the Developing Relationships With Lead Nurturing lesson via HubSpot Academy. 

[AnForero]

1. The first email informs me about some products I have visited or pages on the website.

2. According to the interests detected, they continue to send me with a certain frequency, promotions, and discounts of those products that I click on or visit.

3. Due to the data that I have entered on the page and the cookies, they know the frequency of purchases that I have, and for this reason, they send me different product options more or less on the dates that I have made previous purchases.

4. Finally, they always ask me for my opinion once the purchase is made to know my experience.

[TCuervo]

Seminars ( capturing emails  in a Feedback form), informational ebooks promtions, (after signing up) contests, sales.  These are a few  examples that I could think of.

[AsherKabir]

Lead nurturing is about building relaitonship with your prospects or leads with a focus on movinf them further down the funnel to make them take an aciton you wish them to take. To do this efficiently, we must use behavioral emails approach  which in turn must follow the known practice to get the most out of our efforts, such as we should be aware of how our leads or prospects are interacting with us, what important actions our leads can take and then starting contextual conversation with them. 

Similarly, all this efforts should be timely, efficient and hightly targeted. 

For example, if our lead visits our page about "How to  get six packs" then our batabase should trigger the follow-up emails providing informaiton about "Home based exercises to get in shape" or something contextual. SO tracking the interaction followed by follow-up email within 5 minutes of interaction is a good example of lead nurturing. 

[Kelly3310]

Great example and explanation, with key points from Courtney's videos interspersed.  I agree that tracking user behavior and sending them e-mails adding value based on their interests and prior behavior is important.  🙂

[VUzoma]

By creating a welcome series and re-engaging series

[DakshBhargava8]

A design agency offers a free branding checklist. After someone subscribes to receive the checklist, they follow up with a blog post that explains the checklist and why all the items are essential to building an effective brand. A follow-up email asks if they need help checking off the items on the checklist with a CTA of scheduling a consolation. 

[Kelly3310]

This is a wonderful example of a lead nurturing campaign, and I like how you did it from the perspective of an agency seeking to develop its own clients.  

[MCox6]

Lead nurturering is being both an informed expert and guide.  Customer service people must understand their products and services to educate their consumers.  Also the must use gentle persuasion and tact to guide customers throght purchase.

[OliveOyl]

Love exploring new ways to nurture audiences with emails. Two great examples are creating a welcome series and a re-engagement series. Both of these are great ways to appeal to different audiences. A welcome series aids in the beginning journey of new subscribers who've signed up (and opted-in) to learn more about an org or a cause, its mission, and opportunities they may have for subscribers to get involved with. While a re-engagement series is a fun way to try reconnecting with committed or inactive subscribers. 

[NCrickett-McG]

An example of a lead nurturing campaign in action is:

• A lead is on your website looking at your blog you have just posted.
• Send first email to the lead that educates them in the topic they have just shown interest in
• Send a second email with more infomation on the topic and a link that provides the download.
• Send the lead a third email with a specific CTA be direct and to the point. 
• Send the lead a break up email making it clear that this will be the last time you will be emailing them. 

Having a goal is a key best practice for sending great emails. I would make sure to use behavioral emails in my campaign to make sure I send targeted emails that give my leads value and being helpuly will nuture them into the desired place they want to be. 

[OBola]

Giving out a series of free lectures to new subscribers of your list.

Getting them hooked and interested in your content 

[Irtazat]

I remember working in a publication company during winter, when I was emailing clients, based on their winter holidays and extending reminders for book publications. 

[AMuchoki]

An example of a lead nurturing campaign in action.

1. A lead fills out a form on a company's website to download an e-book.
2. The lead is added to a lead nurturing campaign and begins receiving a series of emails with relevant content, such as blog posts, case studies, and webinars.
3. The lead clicks on a link in one of the emails to schedule a demo of the company's product.
4. The lead attends the demo and expresses interest in purchasing.
5. The lead is passed on to the sales team for further follow-up and eventually becomes a paying customer.

[03379]

First you need to take consent.

[PawanBhagat]

An example I can think of for a lead marketing automation campaign is that of a gym membership subscriction.

It can be planned in 4 stages:
1. Wecome Phase - where in the user is sent a welcome email with an offer to join at a discounted rate.

2. Resource Phase - where the user is sent information of other services at the gym like the spa, massage, nutrition & even perosnal training

3. Retention Phase - in this stage the user is sent an email way in advance asking to user to extend the membership. The user is given an offer of adding in a spouse/ family or friend to avail a further discount.

4. Nuturing Phase - the user is sent an email that includes free benefits for continuing the membership.

Comment if you feel this is a right apporach in this case & scenario. 

[GSakoulas]

A 40 Day online fitness program that automatically sent followups after completing each days workout with words of encouragement and nutrition. Clearly automated but welcomed. 

[CCaviedes]

I work in the digital marketing department for a services company and a very simple example of marketing automation is that our inbound strategies to create organic leads allow our system to send an email automatically to these leads depending on what service they need and depending on what state of their buyer's journey automation happens with a data-base

[BOlabayo]

Let's say I have a  journal business that targets career women and female entrepreneurs. My lead nurturing campaign could look like this:

• Build an email list that categorizes each lead into segments  - career woman or female business owner
• I would have set up an automated email series that sends timed emails from this point (sign up).
• Immediately a lead signs up to receive emails from me/my business, they receive a welcome email that doesn't just introduce the business to them, but also provides them with helpful content (on my blog for instance) such as "5 habits of successful career women" or "How to keep track of your business goals" based on what segment of my list they belong.
• To stay top of mind, not later than 3 days later, another automated email will be sent containing a free resource - a downloadable link or attachment. This could be a template, guide, checklist, or worksheet that provides value or helps them do better in their respective careers or businesses.
• A Reminder email - This will be sent to those who do not open the free resource email.
• Over time, after I must have consistently provided the contact with value, I could send an email that encourages them to make a purchase (if they haven't done so yet) with a clear & specific call-to-action. This could be by offering free shipping, a free gift, or a huge discount for a first-time purchase.  

Other examples of emails I can automate are 

- Abandoned cart emails (for contacts who add items to their cart but never checkout)

- Feedback emails (to gain insight into customers' shopping experience and reviews of my products using surveys)

- How-to emails (that show or teach customers how to maximize the products they've bought)

[CrystalC]

A design agency offers a free branding checklist. After someone subscribes to receive the checklist, they follow up with a blog post that explains the checklist and why all the items are essential to building an effective brand. A follow-up email asks if they need help checking off the items on the checklist with a CTA of scheduling a consolation. 

[CMiller6]

After I bought the Full Focus Planner a few years ago, the company then sent me several emails with information, helpful videos, and advice on how to use the planner to get the most of out it. An email to add to this campaign might be one that includes a CTA to join a private Facebook group for people who use the planner, etc.

[AComas]

When I go through the process of buying a product in a virtual store, but at the end, I am not so sure, and I abandon the cart, then I receive in my inbox a series of emails reminding me of the products in the cart and offering me additional discounts.