The 8 Stages of Lead Nurturing Romance: The SLMA - Managing leads to maximize sales

Home
Contact
Blog
Subscribe
Login
Join

Receive News:

Search:

Connect with us:

The SLMA - Managing leads to maximize sales

About
Join Free
Members
Lead Mgmt News
Funnel Radio
Lead Gen
Resources
Buyer's Guide
Recognition

Facebook Twitter Google+ Reddit LinkedIN Follow The SLMA

The 8 Stages of Lead Nurturing Romance

Jesse Noyes, Eloqua | Articles > From the section: Lead Nurturing

November, 2014 |

So what does dating have to do with lead nurturing? There are actually some striking similarities.

Locking Eyes

You lock eyes at a bar or the supermarket, and you think there’s something special. This is where you approach to see if there’s that initial spark. This stage involves a lot of small talk. You don’t know much about your prospect – he or she might have filled out a form or downloaded a white paper – so this is where asking the right questions is vital.

It’s all about seeing if there’s any chemistry.

First Date

You’ve determined there’s some mutual interest. Now it’s time to see if that spark has lasting power. This is where you go out for a bite to eat and ask a lot of questions of each other. You have explicit criteria to investigate (how big is her or his company, what’s your prospect’s title, etc.) as you build a basic prospect profile. This is where you are both deciding whether it’s worth a second date. If you’re not already, you’ll want to employ a robust lead scoringprogram to keep track of your lead’s movements and makes sense of his or her behavior.

Dating Casually

The first date went well. Next, you spend your time getting to know each other better. What is it your lead’s larger aspirations? How can you be part of accomplishing your lead’s ambitions? Likely your lead will want to take it slow and easy while you pursue him or her. At this point you know you have a qualified lead, but you want to get your lead more invested in buying specifically from you.

Getting Serious

Dating is going pretty well. Your lead has shown a level of engagement with your content and brand. You know he or she is looking at a more serious relationship. You keep the nurture campaign going, providing high-value content, as you try to take your burgeoning relationship to the next level.

The Boyfriend’s Back

Doesn’t it always go this way? Once your lead starts getting serious about you is probably right about the time the competition will show up. This might be a pervious relationship your lead is having difficulty letting go of, or someone else just vying for his or her attention. You’ll want to differentiate yourself. This could be with price-point comparisons, demonstrating the level of ROI you bring to the table, etc. The idea is to appear as the better bet.

Engagement

So your lead is sold. Now it’s time to meet his or her family, and vice versa. You want to make a good impression among the other stakeholders in the relationship. Be ready to show why you are the best match to the executives and other internal teams your lead reports to. Also, prep your company to be warm and welcoming.

Marriage

This is a pretty obvious one. You’ve impressed your lead, his or her family, and everyone has come together for the wedding. The champagne may be flowing, but remember a successful marriage requires just as much, if not more, work than dating.

Remember the Anniversaries

Every healthy relationship requires work. To keep the marriage healthy you need to make sure your customer is getting stellar service. But you also want to ensure they are taking advantage of all you have to offer. You’ll want to gauge how they are using the product. Are they using several features or just one? Are they engaging with educational content you send their way? Be sure to check in early and often. Like any relationship, you want to keep the lines of communication open.

Jesse Noyes, Corporate Reporter

Jesse came to Eloqua from the newsroom trenches. As Corporate Reporter, it’s his job to find the hot topics and compelling stories throughout the marketing world. He started his career at the Boston Herald and the Boston Business Journal before moving west of his native New England. When he's not sifting through data or conducting interviews, you can find him cycling around sunny Austin, TX. Follow him on Twitter at @noyesjesse.