Best practice nurturing outbound leads

[07994]

Hello,

I'm a B2B marketing manager Lifecycle at a startup that sends marketing emails only to "Marketing Contacts". This means that any lead that was generated via the sales team (purchased from Zoominfo etc) will never receive a marketing email. I was wonderring if this is best practice as we didn't use this filter on the previous startup I worked at. This means that if an SDR email a lead, and the lead is intrested and asked for a demo, turns into an MQL/SQL and finally a customer at no point he will be nurtuted by the marketing team. I was wonderring if this makes sense? Would love to hear any other marketers opinions on that. Thank you so much!

[Olivia_Bagnall · Accepted solution]

@07994 Great question! 

I work with a client who consider themselves too small to use MQL and SQL. They are just a sales team who do their own marketing and so they decided to just use lead, oppurtunity and customer. They are also not nurturing leads that they get from sources such as leadfooder or who book demos with the sales reps directly. 

Eventually, when they scale, this is going to bite them in the **bleep**. 

No matter who big or small your org is, it's always a good idea to have a marketing strategy for all sources of leads. In this case, I would consider that any leads who do not have active deals in the pipeline or have closed should be nurtured and made aware of your brand. 

Awareness - Nurture with brand awareness marketing efforts 
Consideration - Manage with direct communication from sales team + marketing  
Decision - managed through deal stages 
Customer - Nurture again with emails so keep them returning and delighting them as a customer. 

If you would be interested in discussiing your marketing stategy for outbound leads in more detail, please feel free to email me 🙂

Olivia Bagnall Inbound Consultant and Project Manager Baskey   o.bagnall@baskey.eu www.baskey.eu Rheingasse 14, 50676 Köln

[TiphaineCuisset]

Hi @07994 

Thank you for reaching out.

I want to tag some of our experts on this - @Josh @Olivia_Bagnall @DavidDennison do you have any suggestions to share with @07994 on this?

Thank you!

Best

Tiphaine