Lead Nurturing

Bank of useful ideas

According to HubSpot, “Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects”.

With stats like these, it’s no wonder that spending for marketing automation tools (needed to run an effective Lead Nurturing program) is expected to reach US$25.1 billion annually by 2023. (Martech Today, 2018)

But just purchasing marketing automation software and sending some automated emails won’t get you this kind of a result.

With stats like these, it’s no wonder that spending for marketing automation tools (needed to run an effective Lead Nurturing program) is expected to reach US$25.1 billion annually by 2023. (Martech Today, 2018)

But just purchasing marketing automation software and sending some automated emails won’t get you this kind of a result.

An effective Lead Nurturing program must be purposefully designed and incorporate all of the following components:

  • Inbound strategy to drive traffic to your website and social channels
  • Data acquisition and cleansing (with privacy considerations) to acquire targeted account contacts
  • Conversion strategy to turn unknown traffic into known prospects
  • Customer journey and interest area mapping
  • Content production schedule linked to your customer journeys
  • Lead scoring & identification
  • Lead qualification tactics to ensure the right leads are being handed over
  • Sales integration with lead hand-over and 360-degree feedback
  • Overall program reporting and measures to allow continual program optimisation

Each of these components is also closely linked with your overall marketing strategy with various points of overlap so it’s important not to approach lead nurturing in isolation.

Working through each of these steps will then allow you to configure and build all the forms, segmentation rules, lists, system integrations, tracking codes, landing pages, nurture streams, automated programs etc. that make full use of all the features within your marketing automation platform.

How can we help?

We have two different services depending on whether you already have marketing automation or about to implement it for the first time.


Design & Build Program

If you’re just starting out with marketing automation, the above list of components can look a bit daunting. That’s why we can help you design and build the ideal lead nurture program based on your company size, budgets, resources and objectives. We can show you where you can safely take shortcuts and where you should invest more time, saving you from trying to work it all out for yourself.

Diagnostic & Recommendation Program

If you’re already running marketing automation but not getting the results you need, it can be hard to identify where the real problems lie. This comprehensive service takes a close look at the inner workings of your system to provide a clear path towards your objectives.

These services are available for businesses running Act-On, Marketo, HubSpot, Mailchimp, IBM Watson (formerly Silverpop), Infusionsoft (now Keap) & Pardot. If your marketing automation platform isn’t listed here, talk to us and we can run a modified program without the implementation component.

Why use Pepper Nurture?

Because of the experience we can leverage through the Pepper Marketing Group, we have access to over 10 years of using multiple marketing automation platforms in real world situations. That means we can go well beyond what the marketing automation vendors can provide directly for you.

We provide a totally customised solution to your specific business needs rather than an “one-size-fits-all” implementation package and we focus straight in on the activities that will get you the best result in the shortest amount of time.

We also won’t double up on any setup services that are already included in your software purchase fees. Instead we’ll adjust our service to work in with theirs and can even liaise with the vendor directly on your behalf if that suits your needs.

Contact us to discuss your situation and how we can help.