I’ve devoted the first eight articles in this series to basic concepts of nurturing leads. Let’s move on a couple of advanced subjects. The first is accelerator campaigns – methods to propel prospects towards making a purchase. The idea is to time the dispatch of relevant reminders, or nudges, that are automatically triggered by specific actions taken by the prospect or by updates to the company’s offerings. You need to monitor prospects’ content requests and viewing patterns and respond by adapting your approach to nurturing the most promising leads. At the same time, you can cut back on your interactions with less-interested prospects.
Recall that we described how to drip out contacts to prospects via a stay-in-touch campaign. In an accelerated campaign, you define a series of triggers that cause specified actions to occur. Examples of triggers include an opened email or a visit to the price list page of a website. You can add in demographic triggers, such as the geographical distribution of visitors. You can run your accelerated campaign in addition to, or parallel with, your normal stay-in-touch program.
For this to work well, you need to identify the key indicators that demonstrate a prospect’s interest in your offerings. This means you must compile the correlations between certain behaviors and sales, such as visits to specific pages, downloads of valuable content (ebooks, whitepapers, etc.), multiple views of your price list, and/or filling out a call-to-action form. More sophisticated campaigns assign an interest score to each prospect based on their activities. You should refine your scoring algorithm so that it correctly predicts an increased likelihood of a purchase.
Here are some more sample triggers:
- Leads visiting your web page that explains how to make a purchase
- The downloading of content that you have deemed relevant to potential buyers who are about to make their purchases
- Identifying email recipients who open and view everything you send
- If a prospect seems static for a while, it may be a good idea to bump them into the accelerated campaign just to see what happens
You should start simply, limiting the number of different options and alternate workflows associated with your accelerated campaign. It is tempting to over-engineer these campaigns, but it makes sense to start modestly and make changes over time. An example of a simple trigger would be if a prospect both opens an email and visits a landing page without filling out a form. In this case, you could send out a new email with a fresh offer. As you gain confidence in your triggers, you can add more of them, such as click-throughs or new downloads. I’ll have more to say on this topic in the next post.