At a high level, the structure of a lead nurturing campaign leading a buyer's journey is as follows: The ultimate guide to drip campaigns Source: Instapage At the top of the funnel is educational thought-leadership style content to frame yourself as an authority from your audience's perspective. Then send in case studies and blog posts to help them along the "consideration" phase or the funnel. Finally, at the bottom of the funnel, when you're ready to make a buying decision, send a webinar invite or strategy call sign-up link. Here's how Instapage wrote their funnel 's first email .
The ultimate guide to drip whatsapp database campaigns If readers click the link in this email to get a copy, they will be sent a "middle of the funnel" email with links to case studies or other types of content related to this stage. Then, click the link in that email and we'll send you a webinar registration email. This is a simple approach to qualifying leads as they move along their journey. Read more: 6 cold email case studies with high response rates Nurture leads across channels “The typical buyer moves quickly from email to social media to websites to social media in the blink of an eye.
Marketers need to prepare lead nurturing strategies for multi-channel engagement. Buyers want to see a unified experience across all channels.” – Marketo As buyers buy goods and services through multi-channel activities, businesses need to consider how to “meet them where they are.” While each customer journey can be very different for each individual prospect, marketing lead management reports show that prospects spend an average of 10 marketing "touches" from entering the sales funnel to the time the customer purchases your service. We conclude that we get But another company called Demand Gen found in a landmark 2015 study, the Lead Nurturing Benchmark Study, that 49% of marketers typically run fewer than five lead nurturing campaigns .