Effective Strategies to Nurture MQLs into SQLs

Whenever you get into lead nurturing, trying to figure out the best method to set up workflows and advance your leads down the funnel may quickly become daunting. Yet in the end, if you don't concentrate on your qualified leads and bottom-of-the-funnel offerings, you won't close any more transactions. In order to convert marketing-qualified leads into sales-qualified leads, use the following strategies:

Drip Marketing

One of the most popular lead nurturing strategies is the use of drip campaigns, which are frequently started after a contact takes a certain action, such as downloading an ebook or signing up for more information at a trade fair. Campaigns can be customized depending on visitor activities or list criteria like contact personas or lead score. While this is undoubtedly the desired result for lead nurturing, it's still critical to maintain communication with individuals who don't contribute to the workflow's objectives.

Event-Based Workflows

Even while event-based workflows might be challenging to learn, they can be an effective approach to interacting with contacts who don't usually download content or read your other emails. These workflows are started when contacts perform specific activities on your website, such as viewing or remaining on a page for a predetermined period of time. To avoid spending your time on unqualified contacts, you may choose to reduce the scope by the lead score when building up event-based workflows to convert marketing-qualified leads into sales-qualified leads.

Smart Content

Adding sophisticated content to your website is another option to meet more specific lead nurturing objectives. Smart content can also be used to customize copy on websites. The different text might appear for various visitors if you set up clever rules based on personas or pain points, appealing to their particular requirements and amplifying the impact of your messaging.

Conclusion

While all of these strategies have the potential to provide excellent results, marketing automation is both an art and a science, so it can be challenging to determine which is the "optimal" choice for a given firm. Depending on the sort of business, the duration of the sales cycle, and the targeted personas, there are countless ways to nurture your contacts, therefore it's crucial to continue your optimization efforts.