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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. 1 e-brief: Lead Nurturing What Exactly IS lEad NurturINg? DemandGen's Definition of Lead Nurturing The process of engaging prospects by providing the information and dialogue they need at each stage of their buying process to position your company as the best choice to help them achieve their objectives. Let's look more deeply at the key points of this definition. Engaging Prospects Just sending a lot of emails to your prospects is not "engagement." When we talk about "engaging," it's important to realize that we're talking about two-way com- munication. So engaging your prospect involves not only what you communicate to them, but what they communicate to you through their behavior: their digital body language. You need to take into account the feedback you receive from prospects, both explicit and implicit, and adapt your communications accordingly, in order to successfully engage them and keep your company top-of-mind during their buying process. Engagement means a dialogue, not a speech; it means communication that has value for both parties, so that both parties have an interest in continuing to communicate. Each Stage of the Buying Process Unless your product is an impulse buy, your prospect goes through a multistage process in making the purchase decision. Remember, the prospect's buying process is not the same as your selling process! Typically, the buying process looks like this: What are the points within the buying process at which your prospects can be helped by receiving information from you? It may seem obvious: Step 2. But in reality, your prospects can probably benefit from receiving relevant information before and after every stage of the buying process...including the first and last stages. The key word here is relevant. For your particular product or service, you need to define exactly what kind of information is relevant at each stage (we'll discuss that issue later in this series). Most companies have more than one product, and more than one kind of customer. And, for most companies, these stages aren't nice clean little boxes: they are multi- step mini-processes in themselves. So it's important to take some time to sketch out the buying process (or processes) for the specific prospect type and specific product/service for which you are designing a lead nurture. Highlights: • What Exactly IS Lead Nurturing? • The Basic Recipe for a Lead Nurture • Nurturing Through the Funnel • Why Lead Nurturing Matters: 6 Reasons

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