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Amy Post
by Amy Post
on May 24, 2016

Marketing and manufacturing can be a tricky process, limited resources, and long sales processes often make investing time and money into marketing efforts a bit challenging. You might want to make the process easier and more automated, but you just don’t know where to begin. Thankfully, a lead nurturing process can be the solution. We’ll help you get started with a few key insights about lead nurturing for manufacturers.

What exactly is lead nurturing?

It’s a process that over time helps to engage or re-engage your leads with relevant and informational content pieces, so when they are nurtured entirely and transferred to your sales reps, they are more prepared to have a sales discussion. The content comes in the form of automated email workflows, blog posts, videos, and downloadable resource guides.

Want more information about workflows? Check out our newest eBook for all of the details.

How do I manage a process like this?

Through a marketing automation platform like HubSpot. The software makes it easy for you to manage, control, and track all the data from your nurturing process. It’s your central hub of all things lead nurturing. That’s where content lives, where email workflows are created and managed, and there’s even a free CRM tool you can utilize to work your leads after they're nurtured and ready for you. Or, you can have a team like ours handle the entire management process for you. But if that’s not possible, HubSpot offers a ton of educational tools to walk you through how to set everything up on your own if you wish - it’ll just take some time to learn.

What are the core elements that come together within lead nurturing?

Campaign Content Map: Create nurturing campaigns so the right information comes at the right time, without coming off too aggressively or sales-ey. This information should work to inform or solve a problem for the reader because of your knowledge and expertise in the industry.
Lead Scoring: HubSpot has lead scoring resources to help you understand where your leads are ranking within the nurturing process. The system monitors the lead behavior through your nurturing efforts and gives them a score for each activity. Within this process, you must decide how to score each element as well as what total score is considered high enough to be considered a qualified lead ready for sales contact.
Segmentation: Segmentation puts your leads into the categories you identify within a marketing plan. Doing so allows you to send specific information to that prospect's situation or needs. Segmentation items might be job titles, geographic region, or specific products of interest.

Keep in mind, however, that although this will become an automated lead generating system, it needs frequent attention to keep it updated and relevant to current buyers. As goals and business offerings change, so should the nurturing process, campaigns, content, and the scoring elements. Check out our eBook below for more details about creating a killer workflow for lead nurturing.

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