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Learn more: www.demandgen.com/campaignexecution.html | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 2 Helping Prospects to Achieve their Objectives Why do prospects become customers? Ultimately, it's because they decide your solution will help them achieve their objectives. They believe that yours is the best choice, for whatever reasons, to solve their problem. The point here is that lead nurturing needs to be about THEM, and not about you. Too often we see nurtures that are completely focused on product features: the "what" rather than the "why." Of course features are important, but nurturing is as much about feelings as about facts. Start from the perspective of why the prospect should care about your product rather than what the product does. It's a Process The first two words of the lead nurturing definition are perhaps the most important: "The process." Lead nurturing is an ongoing, continual process. It's not a one-shot deal, and every nurture is unique. Good nurtures are the opposite of shotgun-style marketing; they are carefully constructed with a variety of facets to gently but firmly drive prospects to a very clearly defined goal. thE BaSIc rEcIpE for a lEad NurturE A well-designed lead nurture should be implemented as a conversation between you and your prospect. After working on hundreds of nurtures, I've come up with the basic recipe for a successful nurture program, and a "Nurture Brief" for putting the requirements together before I build the flow. • A defined objective • Entry and exit criteria • Touchpoints/key messages • Frequency/timing • Key messages • Assets required • Reporting requirements • Post-nurture plan A defined objective. Consider what you want the prospect to do or to know by the conclusion of your nurture. You should establish a very specific, measurable objective for every nurture. Otherwise, how can you determine how well it did? If you can't define a specific, measurable objective, you won't be able to measure it and determine if it is working. An example of a vague objective is "Increase awareness of our company/product." An example of a good one is "Convert 5% of free trial users to paid subscribers." By using segmentation techniques you can determine how many of the people who entered the nurture achieved the desired goal. Entry criteria. How will contacts be fed into the program: contact group, filter, or form submission? Can they go through the program more than once? Are there 1. Problem Recognition 2. Information Search 4. Decision Implementation 5. Post-purchase Evaluation 3. Evaluation and Selection of Alternatives

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