Engagement Programs Part 1: Buyer-Journey Engagement Programs
When done correctly, lead nurturing is a simple method for engaging leads by delivering content to prospects and customers in a way that optimizes engagement and leaves everyone happy. From an operations point of view, “nurture” is defined by a standard set of emails delivered to a lead. Emails are sent regularly and are intended to accelerate brand awareness and engagement. Marketo’s Engagement Programs are designed for this exact purpose.
Before kicking off a new nurture track, it needs to be backed by an engagement strategy. These days, marketing is personalized, and prospects expect everyone to be on the personalization bandwagon. Don’t know where to begin? Start by looking at your buyer journey.
It’s a lot easier than it sounds! Think about buying a car. You’re going along with your daily life and suddenly your transmission blows. Or your best friend rolls into town n a bright, shiny Lexus and you think to yourself, “I’d look pretty good in one of those.” Maybe you see a commercial for the 2019 Jeep Wrangler and the thought of off-roading in the countryside with your pup by your side makes your heart beat just a little faster. This is what’s called the Awareness stage (or in marketing terms, the top of the funnel).
When leads are in the awareness stage, it’s prime time to send them emails with information that makes them think, “yeah, I could use that!” Content in this stage should focus on pain points, brand awareness, and thought leadership. In this phase, potential buyers are just learning about who you are and what you do, and it’s essential to make a good impression.
Next we get to the fun part – the Evaluation stage. They’ve decided they want to buy a car, but now they’re trying to decide which car to buy. Now it’s time to say, “our car is the best car, and here’s why!” Send them stories of other customers who bought cars and loved them. As a follow-up, send a calculator that demonstrates how much money they’ll save in gas if they switch. This phase is grounded in information that makes your product stand out among all of your competitors. Here’s where to send case studies, product overviews, and interactive tools.
Now that they’ve bought in, it’s time to get them to seal the deal. This is the bottom of the funnel – the Decision stage. They’re going to drive to the dealership and test drive the car. They speak to a salesperson who tells them all of the really cool features that make this car unique. But they’re not fully convinced that this investment will pay out. For clients to be happy, sellers need to help them to make the most informed decisions. So here’s where we jump in and help them decide whether the investment is worthwhile. At this stage, content gets more aggressive. Instead of sending “feel-good” messaging, focus on direct CTAs such as “Watch a Live Demo,” “Sign Up for a Free Trial” or “Schedule a Meeting.”
Now it’s up to sales to close the deal, and we can rest assured knowing that we’re leaving our prospects in good hands.
Follow along for more in this series!