Lead Nurture is a big piece of what I do. Has been for
years, but I just never named it. I’m not laying any claim on the term, though.
When I share that term, though, I often get a deer in the
headlights look. What on earth is Lead Nurture? Many people define it as drip
marketing, frequent contact type campaigns where you are in front of the buyer,
the prospect, with your message, your newsletter, your emails, your phone
Let’s talk about the word nurture first. What does it imply?
It implies that one is going to do something to serve and care for another. It
can also mean that you are helping someone along a path, to educate them, to
help them grow up and see the light.
In this blog, I frequently give away the secret sauce to my
work. Many of my colleagues have advised me to keep quiet. Real quiet. But the
thing is, lead nurturing is important and many people already do it in their
sales and marketing efforts; they just don’t realize it. The reality is also
that we often forget how big and pervasive and transparent the web truly is. We
hear it, but we forget it – the point is – ideas are not worth as much as the
execution. Holding back information doesn’t help me. Doesn’t help you.
The Secret Sauce – Lead Generation to Lead Nurturing:
Here’s how you nurture a lead or prospect that you’ve gotten
from a lead generation effort. You think about them first. You think about how
they do their job, how they buy. I’m not trying to make this sound warm and
fuzzy. It is not. It is strategic and tactical, but it takes a lot of work.
Lead nurturing is about thinking about what helps the prospect do their work – and
sometimes, hold on to your seat, that means you share information and ideas that
you did not write or produce or create. Simple to say, harder to do.
So, here’s the recommendation – find the documents, the concepts
that will help your prospect, your suspect, your lead to understand the marketplace
you’re in and the expertise you have. But you can do so without sending a single
marketing piece that you have written.
I’m in the middle of working on a whitepaper on this topic; if
you’d like me to send you a pre-release copy, feel free to email