We thought we would share a nurture program that is in use by our inside sales team. The program is built in ClickDimensions’ nurture builder but also calls out to Microsoft CRM workflow to update contact records. The nurture program is invoked for contact records when they are added to a specific marketing list. When the contact responds to our call to action, he or she is removed from the marketing list so that the list will always show you who is actively being nurtured.
Below is the nurture flow. Let’s step through it using the numbers we’re added to the screen shot.
Step 1 – Kick off nurture by sending a simple email with a call to action to click a link. This email (below) is as simple as possible with the goal of seeing if there is enough interest for them to visit our home page.
Step 2 – We call a CRM workflow that updates a check box on the CRM contact record so that we can record that the contact has been put in this nurture program. This ensures we don’t nurture the contact twice with the same program.
Step 3 – Add the contact to a marketing list so we know who is being nurtured. As mentioned earlier, the contact gets into this nurture program because they were added to this list. However, this step ensures that the contact is put on the list even when they are manually enrolled in the nurture program (i.e. ‘one off’). This means the list will always show us who is currently in the program
Step 4 – We wait a week before sending the second email in the sequence
Step 5 – We check to see if the contact clicked the link in our email (i.e. displayed interest)
Step 6 – If the contact clicked the link in our email we notify their sales person (record owner), remove them from the list and stop the nurture. At this point we will begin personal, one to one communication with the prospect.
Steps 7 and 8 – we repeat the process with a different email which has a different call to action
Step 9 – If there was no click through during the email sequence, we add the contact to a different list (for non-responsive prospects) and we make sure they are not on the original nurture list. By adding them to a new list, we can start a different nurture.