Defining lead nurturing tracks are a critical part of any lead nurturing program.
Some intelligent nurture tracks B2B marketers must consider including in their game plan are:
New prospects welcome track
Low intensity contact track
As prospects move along the welcome track, you might realize that some of them are just not going to be ready to buy anytime soon. Move these prospects to a low intensity track which sends them communication at regular intervals and reminds them of your presence.
Specific information track
Wake up track
Very often prospects in the welcome track or perhaps even those in more accelerated tracks become inactive. Move them to a track that focuses on delivering innovative, interesting content that will nudge them awake.
Accelerated engagement track
Prospects that show a definite interest in buying need to be set on a nurture track that accelerates them through the buying stages. Give them content that makes them confident that your product will fit their need and is the best solution.
Sales returned lead track
It sometimes happens that prospects that are sales ready, when passed on as leads, are not qualified by the sales team. Bring these prospects back to a track that continues to send them useful content with the hope that you can again convert them to a qualified sales ready lead.
Lost lead track
There will be times when you will lose a prospect to a competitor. Do not at that point delete them from all lists. Instead stay in touch.
After sale track