How to Identify and Repair Sources of Rotten Lead-Nurturing Campaigns

Marketers sending fresh and manually crafted emails? That’s so 1995. Today marketers are all about automated emails, which may pull fresh content from various sources but usually don’t. These emails are set up and let loose to do their thing for months on end. For lead-nurturing marketers, this presents the challenge of keeping workflows fresh, lest they reap the rotten fruits of their labor. To start updating a lead-nurturing workflow, it’s best to start with poor performers, according to Pamela Vaughan at HubSpot. With the help of analytics, marketers can spot these poorly performing campaigns by examining four metrics: 1) marketing-qualified leads (MQLs), 2) sales-accepted leads, 3) cost per customer and 4) time-to-customer conversion. Once rotten campaigns are identified with the help of those metrics, it’s time to locate sources of decay. Here are five of them: 1) deliver time and format, 2) message and call to action, 3) landing page, 4) content quality and freshness, and 5) audience segment and behavior. “Remember, segmentation and personalization make lead nurturing campaigns more effective, but they don’t mean you can adopt a ‘set it and forget it’ strategy.” (HubSpot)