We are working on optimizing our lead nurturing campaigns.

Presentation, a good article form Fourquadrant: https://www.fourquadrant.com/lead-nurturing/

“Lead nurturing is the process of cultivating leads that fit your target account profile but are not yet engaged in a buying cycle.”

What kind of Workflow? When does Lead Nurturing start?

A good article from Hubspot: https://blog.hubspot.com/customers/lead-nurturing-with-hubspot-craft-a-killer-b2b-campaign-workflows-part-2

What frequency and what content?

A good article from Databox: https://databox.com/lead-nurturing-strategy

What kind of campaigns to what objective?

A good article from Pardot: https://www.pardot.com/blog/11-must-try-lead-nurturing-campaigns/

and also from Leadfuze: https://www.leadfuze.com/lead-nurturing-campaign/

Conclusions for OSS Ventures

Previous note about Demand Generation : Demand Management: From Marketing Qualifed Leads to Qualified Sales Opportunities

Due to our business, we need to deliver high Touch Lead Nurtering. It means we need to be careful and add value in each of our interactions.

Therefore:

  1. We target MQL & SQL leads that are manually considered ready to nurture (check “YES” in Hubspot”
  2. We target them if they are in a GTM in order to send them the best possible content adapted to their GTM.
  3. We target them in French if GEO Segmentation is “FR”. We target them in English otherwise.

We must avoid risks: