Not every marketing lead is a good lead. As long as some leads fall short – don’t meet ICP criteria, aren’t quite ready to talk to sales – a high-performing, well-executed nurture program will always be a vital part of the demand generation engine. An effective nurture program helps generate a consistent stream of sales-ready leads, keeps your brand top of mind, and ensures that marketers extract maximum value from every inquiry.
Today, best-in-class lead nurture programs are segmented, dynamic, and tailored – by persona, industry, and buying stage. They leverage multiple technologies and channels to maximize engagement and deliver relevant content at the right time, to the right audience.
Inspired by our new ebook, “The Definitive Guide to Lead Nurturing” (produced in collaboration with Pipeline360), we developed the following infographic drawing from our firm’s experience helping B2B companies set the standard for lead nurture effectiveness.
Of course, not every component here will apply equally to every company. The right mix depends entirely on your audience, goals, and available resources. Still, the degree to which you currently employ few, some, or most of these features says a lot about your program’s maturity and the associated potential for improvement.
View the complete infographic at full size to benchmark your current program and identify new opportunities for improvement.
