Be Helpful, Educational and Targeted
Every seven to 10 days, drop another email with a link to another asset. Perhaps invite them to answer a question or two so you can refine the assets you’re providing. Are they in a specific vertical industry? Perhaps their company size or number of employees is relevant to your solution? Are they just staying abreast of the latest industry trends or are they just trying to get as much information as they can on a particular topic?
The more you know about them, the more targeted the information you can provide.
Alas, most organizations haven’t created a pool of assets that are useable. Most have spent their money on self-serving fluff. Even the case studies are poorly written and disguised versions of a sales piece.
The result? No lead nurturing process, no educational opportunity, no relationship building, no opportunity to demonstrate thought leadership in the category and no low conversion.
Do you have a lead nurturing process in place? Do you have assets that a prospect would find interesting, educational and valuable in their buying journey? Let me know in the comments because it’s likely that you have an excellent sales conversion story to share.