Setting Up Lead Nurturing Email Funnels: Part 1

Lead nurturing is a common concept nowadays, especially in the B2B Market where you have the concept of the sales cycle.

Marketo defines it as follows:

Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.

The most preferred way to do this is using your CRM software. Lead nurturing is a broad concept and includes several techniques like Lead scoring, funnel optimization, etc.

One way to do this would be discussed in this post.

Let’s say you are working with the objective of keeping the leads engaged, nurture and increase the conversion rate from prospects.

The first thing to do is to start from your existing database to find the following:

  • Attributes of leads who enrolled & what they have in common.
  • Attributes of leads who did not enroll & what they have in common.

Attributes could be anything significant, like the Job Title, the Location, or the Lead Source-specific to each lead/group of leads.

The next step is to assign scores to attributes based on their likelihood to convert. This would ensure your “Lead Scoring” would be as sound as possible, and leads with high scores would actually have a high correlation to converting.

Below is an example of Profile-Based Scoring. (Replace (+/-) signs with the corresponding score. For example, if leads from a particular industry convert well for you, then its score would be higher. A negative score denotes an attribute that has shown to convert less.

Lead AttributesScore
Job Function(+/-)
Job Title(+/-)
Company Score(+/-)
Industry Score(+/-)
Sales Follow Up Scoring
Lead status change
Lead Source
Product Score(+/-)
Behavorial Scoring:
Email link clicks/email responded to
Pages visited
Downloaded Case Study
Signed-up for Free Demo
Time on Page/Site >=X Min(+)
Webinar registration(+)
Negative scoring(-)
Email unsubscribe(-)
Change in Purchase timeframe
No progression in buying cycle
Score decay

Similarly, identify such additional behavior/attributes unique to your business to assign a score to leads that take those actions.

Needless to mention your CRM needs to have custom lead activity tracking & scoring functionalities.

Lastly, create a scoring matrix as follows:

Scoring Matrix
Priority Level
Maketing or Sales Actions
Nurture through funnels
Move to sales team
Sales Ready Lead

Not all leads would follow the above pattern though. Some may not be ready to covert yet, send those back to nurturing stage till they are ready. Lead nurturing campaigns need to be regularly monitored and optimized, just like any other marketing campaign.

In part 2 of this post, we will be talking about how to choose nurturing content and how to derive ROI from nurturing campaign activities.

One Reply to “Setting Up Lead Nurturing Email Funnels: Part 1”

  1. […] If you haven’t read Part 1 yet, it is recommended that you do so here. […]

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