- 1 Your lead nurturing doesn’t work because you’re doing it right.
- 2 Once in a while they dip in, binge on it, then go away.
- 3 All of a sudden your lead nurturing process grinds to a halt.
- 4 Instead of more lead nurturing, find out what they are still tuned into
- 5 Lead nurturing after lead re-engagement
- 6 Put the nurture back in lead nurturing.
- 7 I scrolled to the bottom and just want the summary
Your lead nurturing doesn’t work because you’re doing it right.
Just like everyone else.
You are tailoring content based on your leads’ goals and pains. So is everyone else.
You are targeting your ideal customer profile throughout their B2B buying process. So is everyone else.
You are following up in a timely and consistent way. So is everyone else.
And there are a lot of “everyone elses” out there.
You and everyone else are providing high value, highly targeted, timely and consistent lead nurturing and frankly, it’s a bit too much.
Your leads have gotten used to it.
They know that the good information you provide is there when they need it. And in the meantime, maybe they don’t really want to be subjected to lead nurturing emails.
Once in a while they dip in, binge on it, then go away.
But why do they go away? Because consuming information is hard work, and we all avoid hard work if it’s not necessary.
Unless solving the problem you help with is necessary, your lead will stop engaging with your content the moment they feel that they have a good handle on what you do and how you do it.
They’ll file it away in the back of their mind in case they need it some day.
All of a sudden your lead nurturing process grinds to a halt.
You’re left waiting for them to remember you when they finally need to take action.
And that’s uncomfortable. Just waiting. That’s not what you’re paid to do. That’s not who you are. You’re a person of action. Lead nurturing is part of how you take charge.
So you double down on lead nurturing tactics. You automate lead nurturing even more! You create more complicated lead nurturing email streams. You send them more messages that are meant to convince them to do something (just like everyone else).
But they’ve already checked out. They’re not tuned into you anymore. So although you have some success in catching their attention and getting them to finally do something, it doesn’t work as often as you’d like it to.
Here’s a trick that might work for you:
Instead of more lead nurturing, find out what they are still tuned into
Maybe it’s an industry publication.
Maybe it’s a semi-celebrity expert in their field.
Maybe it’s their peers.
Find out who they’re still tuned into and figure out how to get your message to your leads, through the people they still seek out and listen to.
That’s the most straightforward way I’ve found of getting cold leads to warm up again, to get some great customer research insights you can share with the rest of your team, and to get them re-engaged with the problems you solve.
Lead nurturing after lead re-engagement
Once they’re re-engaged with the problem you solve, it’ll be like they’re finally receptive to your messages again. You’ll see your lead nurturing statistics tick back up to what they used to be.
And you’ll have lead nurturing messages that finally make sense to your leads.
Have you ever sheepishly sent a “just getting in touch” email, hoping your lead will write back?
When you make it a habit to get your leads around a table together, talking with their peers about important problems, you and your whole organization will have access to a steady stream of fresh insights and stories to send out to the rest of your leads.
No more “just checking in”.
More “I was chatting with a group of CFOs at a mid-sized company in your industry and they shared some insights I’d like to hear your take on.”
Put the nurture back in lead nurturing.
You’re not nurturing them like you would crops, ready to mow them down when they hit a certain size.
You’re nurturing them like you would, and I know I’m going too far here, you’re nurturing them like you would a gifted student.
This is the kind of lead nurturing that your leads will appreciate.
They’ll tell their friends, and they’ll come back for more.
Are you struggling to effectively nurture your leads?
It’s no surprise – your leads have become immune to the same old strategies and tactics.
But here’s a solution:
Discover what your leads are genuinely interested in and tune into their needs. By doing so, you’ll regain their attention and make them receptive to your messages once again.
How? Lots of ways. Get in touch and we’ll discuss what can work for you.
In the meantime, get The Essential Guide to Closing Lost Leads:
See also: Increase lead response rates