How to Build a Marketing Automation Campaign for Cold Lead-Nurturing - dummies

How to Build a Marketing Automation Campaign for Cold Lead-Nurturing

By Mathew Sweezey

Cold leads are a standard part of a marketer’s world, even when using marketing automation. With the pressure to generate more leads, marketers generate a lot of leads, and only a few make it to sales-ready status in a short time frame.

The rest of the leads should be viewed as sales-ready in the future. Nurturing those leads using the following checklist helps you make sure that they turn into sales-ready leads in the future:

  • Segmentation/automation: These nurturing programs usually have a trigger of time, or length of inactivity, before they are added to this campaign. It’s good practice to have leads who make it all the way through your net new nurturing campaign added to the cold lead program.

    Use semi-dynamic segmentation, or an automation rule (each term refers to the same thing; it just depends on what your vendor calls it). Consider these behaviors as triggers to add someone to this campaign:

    • Lack of activity: Lack of activity is a good sign that a lead is cold. Lack of activity might include no website visits over a period of time; no interactions after finishing the net new nurturing program; or someone having manually marked the lead as cold. All these are good indications that you need to approach the lead differently.

    • Lead status: If the lead was passed on to sales, using the Lead Status field in your Customer relationship management (CRM) tool is a great way to gauge whether the lead is cold. If you run a fully dynamic segmentation based on the Lead Status field, you can pull leads who never made it to a phone call with your reps back from sales.

  • Content: Learn to mix up short- and long-form content for these campaigns. There is no silver bullet, and because the leads are cold, use this campaign for testing a lot of new ideas with content. Many times, great content turns a cold lead around.

  • Signature on emails: The emails should come from the last person the prospect had engagement with, either from sales or marketing. Either way, keep the signature consistent when possible. The only time the signature should change is when the prospect’s main contact changes within the company.

    For example, if your lead becomes a closed deal, the signature should no longer come from the salesperson if the customer’s main contact is now another person within the company.

  • Templates: Mix these up as well. Try HTML with Rich Text. Testing a combination of Rich Text emails and HTML emails helps you to see which ones work better, and in what cases.