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Ask GH: Which is the Best Lead Nurturing Strategy for a SaaS?
I'm setting up a Lead Nurturing Strategy for ours Marketing Leads at Beetrack...I would love to hear from your experience what tactics worked best to push them down the funnel to a sales stage :)
Without a better understanding of your business, target audience and current marketing activities (lead magnets ,etc.) it's hard to really dive deep, but here are a few pointers:
1) Segment: Generally, segmenting your list will help you push prospects down the funnel more quickly as you will be able to talk to them about their specific problems/needs that are less of a priority than other segments. Segmenting based on the stage in the buyer's cycle, is a definite good start. I see that you have some ebooks, etc. so map those ebooks (and other lead magnets) to the corresponding buyer's cycle and think about what the prospect needs to hear to move down the funnel. If you can couple this segmentation with a persona based segmentation, you can potentially even get better results.
Possible segmentations to think about:
- Do all your prospects already have a similar system in place at the moment they come into your database? Changing solutions vs. buying a new solution that doesn't really replace anything else is a completely different situation.
- Looking at your customer base, are there commonalities that you can spot? Especially those that spend the most, are the most loyal, etc. How can you identify new leads to be part of that group?
2) Who are your "5 star prospects"? (terminology is from Dean Jackson.) In any given market there will only be 5-10% ready to buy. Make sure you find a way to filter out those people and speak to them. This can be part of a segmentation (again), but especially as you're setting up nurture flows, start with this as this will give you the best return. Later, you can optimize for earlier stages in the funnel.
3) Perry Marshal has created an awesome and super simple tool: www.isfbforme.com. Something like this can identify the 5 star prospects in your list.
@philippe_vdhd_gmail_com Thank you so much for your answer! I think the point 2 "5-star prospects" is definitely something I'll start testing, the learning you can take from talking to that 5% users can be huge, even if it's not something scalable to do
Happy to help. Feel free to reach out whenever you need some exchanging of ideas :)
I'm always inclined to recommend drip email marketing when it comes to lead nurturing for SaaS. I've now included it part of every single conversion optimization project I work on and I've seen incredible improvements every time (and almost always over 50% increase to the conversion rate).
Based on experience, I found it to be the best way to stay top-of-mind, engage with your users, and build the trust & relationship necessary to get leads to the appropriate stage for conversion.
There are tons of things you can do within your drip campaigns to achieve the goal you're aiming for, whether it's activation, retention or simply get more trial users to convert to paid users. I listed quite a bunch in my "Essential and Complete Guide to Drip Marketing" which, looks like it's still the most extensive resource on the topic published as of today: http://raphaelpaulindaigle.com/blog/drip-marketing-complete-guide/
I recommend you check it out, and seriously, not because it's mine, but because I truly believe it's the best stuff on the topic you'll find (it's been voted a homepage must-read here on GH).
Let me know if you have any questions, I'm happy to help :)
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