Get the Guide: Design Nurturing Programs to Drive Sales

I thought I'd start the New Year off by sharing a guide that I've written about lead nurturing. I hope you enjoy it!

	Design Nurturing Programs to Drive Sales With longer buying cycles, unprecedented information availability and buyers delaying sales conversations it's imperative to continuously evolve your lead nurturing programs to parallel their needs.

In this guide you'll learn:

• How lead nurturing differs from lead generation.
• The 7 Stages of the buying process and how to address them.
• What a Buyer Q&A is and how it helps you map content to buying stages.
• Why a style baseline is important.
• The three types of content that influence buying decisions.
• And much more...

Download your copy

Comments

[Hebruce]

Great stuff Ardath. For the past few years, I have been using the Sirius Decisions model for mapping content to buyer types, demand types and buyer process/cycle. Your guide goes a bit deeper. Guess I have to get and read your book.

Your other posts the past few weeks are spot on the topic of the state of lead nurturing practices. I starting blogging on this last month and talked about it with Andrew Gaffney for an article he did in December for the DemandGen Report.

The common complaint i hear for not developing a solid lead nurturing program strategy is, "We don't have enough content". When you break things down as you have done in the guide, you find that in fact much of the content required exits, but not in the format or context to answer the question the way the buyer is thinking of the problem at that stage of the buying process.

I find that a little re-purposing of existing content into shorter pieces that are matched up to the questions as you have them for the Buyer Stage Q&A can go a long way. Often times you can launch a very effective and successful lead nurturing campaign that can take a company though 4-6 months of campaign executions before significant "new" content is needed.

I agree with your point about the 12 touches needed to gain attention, which means the same or similar content needs to be delivered multiple times and through multiple channels before engagement begins. This is especially true in the first 2-3 stages of the buyer process. Most of my clients tend to be sitting on a large library or content that was developed over the past 2-4 years. Much of the content and arguments are relevant for their target audience when delivered at the right time and in the right context and length for efficient buyer/reader consumption.

Again, very impressive piece of work that i intend to share with my readers and target audience.

[Ardath Albee]

Hi Henry,

Thanks very much for your comments. I agree that companies likely have content they can repurpose into articles for nurturing programs. I wrote the guide with the hope that it would help them see how to go about it more easily. I also agree that shorter is better. People don't have the time to read long. Shorter also takes the some of the stress off marketers who already have full plates of responsibilities.

Let me know what your readers think!
Ardath