E-nurturing: Email and E-fulfillment Create Sales

According to MarketingSherpa, “Typically, only 10-15% of sales leads generated by a b-to-b marketing department are truly ‘sales ready’ at the moment the leads come in. Another 15-20% are completely unqualified. What happens to the remaining 70% or so of leads in the gray area?”

What should happen to those non-sales ready leads is nurturing. Lead nurturing moves more leads into a sales ready state. In a down economy marketers know lead nurturing is essential.

A November 2008 B-to-B magazine article about lead nurturing said, “Regardless of economic conditions, lead nurturing is an activity that should sit at the center of any marketing department.”

But what if the marketing budget won’t stretch far enough to nurture? SmartLead provides cost-efficient programs to nurture prospects, including email based on lead ranks or trigger events, and e-fulfillment to reduce hard copy fulfillment costs.

SmartLead develops customized e-nurturing solutions for non-sales ready leads. An email nurturing program we developed for one client increased the number of qualified leads by 60%. Download the case study that describes this program.

Email Nurturing
Our email nurturing program includes:
- Automated on-going emails to prospects based on inquiry information.
- Emails issued based on trigger events.
- Email correspondence schedules determined by your needs and business rules.

Electronic Fulfillment
Based on your business rules we send electronic fulfillment via email with links to PDFs hosted on your website. E-fulfillment is issued to prospects immediately upon their inquiry or based on trigger events in other nurturing emails. The content of your e-fulfillment is customized based on the prospect’s answers to qualification questions or trigger events.

Turnkey Customized E-Nurturing
We can create the email programs for you (or, if you prefer, we can arrange for you to create and manage your own email campaigns through our email service provider). SmartLead uses Emma, a well-respected email service provider. SmartLead clients benefit from our bulk email agreement with Emma. We pass the savings onto you so your email marketing programs cost less.