In recent months, more and more of our clients have engaged us to develop and execute lead nurture programs—programs based around a series of related collateral pieces, all designed to generate and sustain interest in a product or solution.
So we've started thinking: What if we developed an offering similar to our collateral audit service—but in this case, a consultative service specifically focused on helping clients use content to nurture leads?
In our experience, clients can really transform the lead nurture process with high-value content—objective thought leadership that they can deliver at specific times throughout the sales cycle to get prospects talking one-on-one with a sales rep. We're especially big on encouraging clients to use less product-focused content and more thought-leadership pieces in their lead-gen efforts: the product information is valuable and important, obviously, but you need to give prospects a sense that you really understand emerging issues in their industry.
Anyway, it's just something we've been thinking about...unfortunately, we've been so busy executing lead nurture programs that we haven't had much of a chance to step back and look at the big picture. But hey, it'll go on our list of things to do, right?
That said, if you want to talk to us about best practices for effective lead nurturing, go ahead and give us a shout. We're always up for a chat.
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