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. 

[VHetisani]

When you are in the nurturing phase in your marketing efforts its important to re-engage with your audience by sending them a we miss you email and start re-engaging them about why they subscribed to your email list. You need to send relevant content so that you can start putting the audience who stopped engaging with your emails back into the engagement list.

[2KUMAR]

Objective: To nurture leads from an initial sign-up for a free trial of the project management software to converting them into paying customers.

Duration: 4 weeks

Campaign Stages:

Stage 1: Welcome and Onboarding (Day 1 - Day 3)

1. Day 1 - Welcome Email: Immediately after signing up for the free trial, the lead receives a personalized welcome email. The email includes a warm greeting, a brief overview of the software's features, and a video tutorial on getting started.

2. Day 2 - Tips and Best Practices: The lead receives an email with tips on using the software effectively, along with links to helpful resources such as blog articles and how-to guides.

3. Day 3 - Personalized Onboarding Call: A sales representative reaches out to the lead for a personalized onboarding call. During the call, the representative learns about the lead's specific needs and offers guidance on using the software for their projects.

Stage 2: Showcasing Value (Day 4 - Day 10)

1. Day 4 - Case Study: The lead receives an email featuring a case study or success story from an existing customer who achieved significant results using the software.

2. Day 7 - Exclusive Feature Webinar: An invitation is sent for an exclusive webinar showcasing a powerful but lesser-known feature of the software that can solve a common pain point for the lead.

3. Day 10 - Special Offer: An email is sent with a limited-time discount or promotion for upgrading to a paid plan. The email highlights the value and benefits of the premium features.

Stage 3: Providing Educational Content (Day 11 - Day 18)

1. Day 11 - Blog Article: An email with a link to a relevant blog article or e-book is sent, offering further insights and knowledge related to project management and productivity.

2. Day 14 - Video Tutorial: The lead receives a video tutorial demonstrating a specific use case of the software that aligns with their needs.

3. Day 18 - Customer Testimonial: An email includes a testimonial from another satisfied customer, emphasizing how the software improved their project management processes.

Stage 4: Closing the Deal (Day 19 - Day 28)

1. Day 19 - Demo Request: An email encourages the lead to schedule a live demo with a sales representative to address any remaining questions and concerns.

2. Day 23 - ROI Calculation: An email provides a personalized ROI calculation, showcasing how the software can help the lead save time and money.

3. Day 28 - Final Offer: The lead receives a final email with an attractive offer, reminding them of the value they've seen and urging them to upgrade before the trial period ends.

Measurement and Evaluation:

Throughout the campaign, the software company tracks various metrics, including open rates, click-through rates, webinar attendance, demo requests, and ultimately, the conversion rate from free trial users to paying customers. This data helps them assess the effectiveness of each email and stage, allowing them to refine their lead nurturing strategy for future campaigns.

Remember that lead nurturing is an ongoing process, and continuous refinement based on data and insights is key to optimizing the campaign's performance over time.

[CGalan]

An abandoned cart follow-up email comes to my mind. These people are in the last two phases of the buyer's journey and may need a little push to complete the transaction. 

[BNikolic3]

The most impactful for the company I'm working for was the nurture flow for customers of one specific brand. The flow contains 13 emails - a blend of education, engage and sales oriented emails.

[Vojin]

Follow-up content based on activity or inactivity. Every meaningful action should be rewarded and any form of inactivity should be questioned in order to gain more insight on how to optimise marketing efforts. 

Example : 

Activity : Contact filled a form and provided qualitative feedback related to my product. A follow-up coupon code is sent automatically to them to show appreciation for their time. 

Inactivity : Contact hasn't taken any action on any channel for a long time. 

[BAGEJIVWIE]

An effective example of marketing automation in action is the one run by 

Allinoneprofits autoresponder.

With it, I was able to scale my email database to more than 3000 subscribers until I lost them because of low budget on my side.

[Damsy]

A good exampmle.

A prospect watches a piece of content on youtube on how to write good headlines for copywriting

The creator directs them to a link in the description for them to recieve an ebook containing 100 headline templates, to be sent to their email.

The prospect receives the email containing the ebook, and a welcome email.

The creator then sends an automated email series with tips on writing headlines, elements that make up a good headline,etc, and other resources to add value to the contact.

At the end of the series, and with the various resources offered, the prospect is ready to take the next step to improve their headline and overall copywriting game.

The creator sends an email with a CTA to a product that can satisfy the prospect's exact needs

[TPhythian]

A welcoming email to make the customer feel warm and more likely to engage back with you, overall building trust.

[jthakur]

focusing on content marketing, using data to target prospects by email and learning more about your audience via surveys.

[TNeyedly]

For lead nurturing, I would start off with a welcome email, specifically for someone starting off on their customer journey. Continue to offer value and positive interactions with them, informing them about products or services, and creating great content along the way. As well as showcasing other ways they can interact with your brand. 

[jthompson19]

constantly monitoring and sending the right content

[RLogan492]

 timely response to a customer engaged Call To Action is an example of nurturing a lead.

[tparker2]

focused on engaging with your leads and customers in a way that encourages them to progress toward a specific action.

[DVillarreal19]

Timely, efficient emails. For example, you go to a booth on window replacement at a local festival. You fill out a lead form. You receive an email about your interest within a couple of days. You open it. After that, is there an automation flow set up to track you, the customer's journey? How you respond, or not, sets off a different email a week later. Analyzing your customer data should indicate where they are in the journey. It can split from there based on clicks. Do they need more info? Time? Does the journey end? Sending emails to engage, thank, offers, etc.

[OPerez3]

Send a welcome email 

[ZandileF]

A welcome email should follow that is friendly, engaging, succinct. It's also important to be helpful; if you can offer the help in the form of a freebie (PDF/ebook or even a video clip).

[PhuongNguyen262]

track how the customer interacted, determine and build trust

[jbai]

like

[YAlimohammadi]

Track customer interest and behaviour during customer journey

[RGreen1]

regularly interact to raise awareness and build trust to help improve visibility and connection so that a contact can keep mving through the sales funnel. MQL, SQL, SAL, OPP, & Customer