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Web Lead Nurture Program Example

In this blog post I will take you through a nurture program we have created for use here at ClickDimensions. The goal of the nurture program is to allow our sales people to stay in touch with prospects that hit our site for a content download (i.e. eBook, guide, etc.) but are not quite sales ready. The nurture program sends out five personalized emails with 5 days between each email. Each email is short and simple and focuses on a specific call to action like signing up for our newsletter or taking our product tour. As each email is sent the nurture program is checking to see if the call to action was taken by the recipient (i.e. did they click the link to sign up for our newsletter or take our product tour, etc.?). If the prospect did respond to the call to action then the sales person is notified and the nurture program ends. If the prospect receives all five emails and takes no action the sales person is notified and the prospect is added to a marketing list so we can then decide what further action, if any, to take.

The flow of the nurture looks like this:

  • Send email 1: call to action is to download additional content (e.g. eBook, ROI guide, etc.)
    • If call to action was taken then notify sales person and end nurture
    • If call to action was not taken then send email 2
  • Send email 2: call to action is to take our product tour
    • If call to action was taken then notify sales person and end nurture
    • If call to action was not taken then send email 3
  • Send email 3: call to action is to request a demo or watch our video
    • If call to action was taken then notify sales person and end nurture
    • If call to action was not taken then send email 4
  • Send email 4: call to action is to attend a webinar or watch a video
    • If call to action was taken then notify sales person and end nurture
    • If call to action was not taken then send email 5
  • Send email 5: call to action is to sign up for our newsletter
    • If call to action was taken then notify sales person and end nurture
    • If call to action was not taken then notify sales person and add lead/contact to a marketing list
  • End of Nurture

In the ClickDimensions nurture builder the program looks like this…

Each email that is sent is simple and personal. We want the email to drive the prospect to a clear call to action. Below is an example of one of our emails. It came from Meghan because she is the owner of the CRM lead record to which the email was sent.

Below is what the email template looks like. Note that the template uses personalization so we only need a single template for all of our sales people…

Now, I wanted to get my sales team and a few others to give me feedback on the wording of my emails. I also wanted to make sure they look good and all the personalization is occurring properly. To simplify this I created a test nurture which sends out the five emails immediately and in sequence. With this I am able to quickly and easily send those five emails to various people to get their feedback before I turn the program over to my eager sales people. Below you can see my test nurture…

When I run the test nurture against my own CRM record I get the five emails immediately as shown below. Note that I elected to include the recipient’s first name in my subject lines. My goal is to make the email as personal as possible…

I ran my test nurture for several people and they gave me some great feedback. With the feedback incorporated I am ready to turn over my nurture program to my sales team. Each time a lead comes in from the web the appropriate territory sales person will take a look at it and decide whether to actively work it or to put in on auto-pilot with our nurture program. The sales person knows that they will be notified when/if the prospect ‘comes alive’ and clicks on a call to action. The sales person also knows that they will be notified in 25 days if the prospect has not taken the bait and responded. Either way, they can work a lot more leads a lot more easily.

Happy marketing!

About the Author:

mm
The ClickDimensions marketing team is committed to helping marketers using Microsoft Dynamics 365 achieve their goals.

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