November 3

A multi-modal approach to lead nurturing

Lead Nurturing

10  comments

To be successful at lead nurturing marketers can’t rely on one specific channel but rather they need to leverage a multi-modal portfolio of channels especially when you have a complex sale.

Why? The goal of lead nurturing is to maintain a relevant and consistent dialog with viable future customers – regardless of their timing to buy. In short, it’s about relationships.

To help illustrate, I created a mind map of what multi-modal lead nurturing looks like (click image to enlarge).

Multi-modal_lead_nurturing

Are there any lead nurturing channels/modalities that I’m missing?

Download Multi-Modal_Lead_Nurturing

If you keep the idea about that nurturing is about building relationships top of mind, the way you nurture leads will naturally go beyond a single channel like e-mail. You’ll start thinking about how you and your sales people can be a relevant resource. When you do that, you don’t have to sell to people. They will come to you first when they are ready.

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About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. I like that you have included landing pages, a point often missed. Mind mapping is a great way to illustrate this as well. For example “Blog Posts” are in multiple thought trees.

  2. Very nice illustration clearly showing the various channels. However, wouldn’t “microsites” be more appropriate as a sub item of “content” rather than its own channel completely? I would think that “content > video” and “content > blog posts” are every bit as deserving of their own channel as microsites.

  3. Now you just need to build a model that will determine efficient resource use within each category. I see this as the biggest problem as more and more communication channels emerges.

  4. Following on Claus’s comment, the mind map seems to include everything, but it seems more B2C than B2B. Lead nurturing is definitely about relationships, but there’s a basic difference between B2C and B2B relationships: B2B relationships have a stewardship component that B2C relationships usually don’t.

    In B2B, individuals act on behalf of their organizations, and they’re expected to act for the good of their organizations with only secondary regard for themselves. This adds a purposefulness to relationships with B2B leads, and that, in turn, imposes a structure on how B2B relationships need to be developed and managed.

    Adding this dimension to the mind map will organize how and when each communication channel should be used. This gets into buying-cycle mapping, and that seems to be the real value of the map, and lead nurturing as well.

  5. Your illustration clearly captures all possible channels of lead nurturing. Taking it forward, prioritization of the channels based on their effectiveness is something that needs to be looked at. The measurement of the effectiveness of these channels is also something that needs to happen.

    Abhijit Gangoli
    http://blog.qedbaton.com/

  6. Nurturing relationships is definitely a key component of sale generation, but also a component of sale retention. Great point and great diagram!

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