5 Ways to Use Data to Personalize Your Nurture Programs

April 5, 2018 Daniel Ross

Lead nurturing is the process of providing information to a buyer before he or she decides to make a purchase. It is a tried and tested practice of B2B marketers that is shown to increase revenue. 

Most of the time, your inbound leads are not ready to make a purchase immediately. They may first start to inquire about your business, but they may not become sales-ready for a long time. Implementing a well-planned lead nurturing strategy can make a significant impact on your marketing ROI and the growth of your business overall. In fact, research shows there is a 20% increase in sales opportunities if the leads are nurtured beforehand. 

Nurture Programs and Personalization

B2B marketers can see an increase in nurture engagement through personalization (customizing a message for a lead). 

Most customers run away from robot-like, generic messages. You should begin personalizing a user’s experience from the very beginning. After all, if you want to send a powerful message and receive a good response, the messaging should be engagingly personal. Think of your experience on sites like Amazon and Netflix, for example. Both use personalization as a crucial part of their marketing process, offering suggestions of items or programming you might enjoy based on data. Personalization seems difficult to do, but with the right use of accurate data, it can be achieved. You can use the data to target your audience and engage them with useful content in an automated fashion. 

Personalizing Data Drives

Before setting up your personalized nurture program, you have to know how to segment the leads that will enter your nurture program. The more complex a customer’s needs or your product are, the more complex your strategy will be. In line with this, you should set up a different approach depending on the persona of your leads.

To properly personify each lead into different segments, you need to collect information about your leads. This can be done by explicit and implicit methods. 

Explicit data is information that is directly provided by the user. This can come from surveys or online forms that are submitted. You can also receive explicit data if you use a data provider that enriches your leads as they enter your marketing database.

Implicit data is unintentionally provided by the company through tools that record user behavior. You can also retrieve data by looking at referral sources. A user’s browsing history can tell you a lot about his or her profile. For instance, if a user visits a certain product page or blog post, that may give you an idea of how you want to segment that lead.

Once you have gathered and compiled the data that you need, you can start your nurture program. A pro tip: start small. A nurture program can easily get out of hand, so you need to be focused on what your goals are. Here are five ways to use data to personalize your nurture programs:

1. Use technographic data

Technographic data tells you the technology choices a company makes. You can then personalize your nurture campaign based on the systems and products your lead interacts with regularly. For instance, if you have a product that interacts well with Salesforce, it is likely helpful to know whether or not a lead’s organization uses Salesforce. If a company does use Salesforce, then you can personalize your nurture campaign to speak intelligently about the benefits of your product as it pertains to Salesforce. Being able to personalize content based on the technologies your lead uses ensures your emails are more helpful and informative than bothersome.

2. Use data to tailor content.

Information comes from a wide range of sources- webinars, eBooks, journals, infographics, and blogs, to name a few. If you want your lead nurture program to succeed, you have to explore and incorporate additional content into your nurture emails. For example, you can send personalized content based on the lead’s industry. Let’s say some of your leads work in the restaurant industry. You could send them content based on that data point, such as a blog post or eBook with a solution to common industry problems. It’ll be  a surefire win.

3. Increase relevancy based on the user’s response.

Engagement data can tell you about a person’s activity on the internet or with email. It can show you the links users click and pages they visit, for example, and help you decide how best to change their nurture program messaging. If the user opened a certain email, you may want to offer a sales call. If the user has already seen the pricing page but hasn’t purchased, you may want to send a follow up email with a more tempting offer. 

4. Add Customer Relationship Management (CRM) data to track your sales workflow.

CRM data touches sales interactions that may have an enormous impact on your nurture program. This information will let you know which leads can be marked as open, as an opportunity or as one you should  nurture. You will know who is responsible for the leads and in which territory they would fall. You will be able to sort out leads and manage them. For example, if you know a salesperson is currently exchanging emails with a lead, you may want to either change your nurture program messaging or pause the nurture program while the salesperson is engaging them.

5. Use lead score data.

Lead scoring is a common practice among B2B marketers to help determine the readiness of a lead. Once a lead reaches a certain score and meets other qualifications, they are ready to be passed to the sales team. A lead’s score can also help you determine what type of messaging is best suited for your lead. For instance, if your lead’s score is low, you might personalize the messaging to be more branding and educational. When a lead is just learning about your products and services, it’s best to send them to higher funnel activities (reading blog posts, download eBooks, etc.). As a lead’s score increases, you can send the lead more lower funnel content like signing up for your service, attending an event, or inviting them to read a case study. Personalizing your nurture program based on a lead’s score can help ensure the lead gets messaging suited for their level of interaction with your business. 

Personalization in a lead nurture program can be very helpful to your business. You should always use data to help guide you in how your leads want to interact with your marketing. Plan well and let your clients feel like VIPs, and before you know it, your leads will start becoming sales. 

Featured Image Source: Farmer planting young seedlings of lettuce salad in the vegetable garden by Alexander Rath Shutterstock 



About the Author

Daniel Ross is part of the marketing team at <a href="https://roubler.com/za/ ">Roubler</a>— a workforce and payroll cloud software platform founded in Australia. Their mission is to change the way the world manages its workforces.

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