If you have a sales team that feels discouraged and revenue targets that are far out of reach, you may be missing an essential element of marketing success. The common challenge at-hand: Software-as-a-Service (SaaS) companies are failing to convert leads into paying customers.
By implementing effective lead nurture strategies, the likelihood of improving conversion rates and return on investment will skyrocket. The solution is simple: Provide leads with the information they need and allow for trust to build gradually. This post will explore efficient techniques on how to nurture prospects during their free trial. Keep reading to recognize the benefits of lead scoring and learn game changing automated triggers. Finally, discover what data you should be using to help your leads.
#1. Let prospects know what to expect
We live in a time of notifications, reminders, and alerts…
It’s almost as though we expect to get updates on current and future developments. Therefore, be sure to stay engaged and share relevant content. How can we nurture prospects with effective messaging? Consider sending emails catered to where they are in their journey. Most SaaS companies offer a FREE trial of their product. Try out this stage-based messaging strategy:
The beginning of the trial:
1st message: Welcome the user that signed up and provide a useful guide to assist in setup and implementation. Consider sharing a helpful video tutorial to visually train and inform prospects.
The middle of the trial:
2nd message: Showcase the benefits [success stories, review from other users, etc.]
Toward the end of the trial:
3rd message: Explain that the trial will be ending shortly & influence the user to take their next step with the paid edition.
The very end of the trial:
4h message: Notify the user that the trial has ended. Consider adding a bonus/coupon to help prompt the transaction.
If a user signs up for the full edition before their trial ends, add an early exit condition or an automated rule in your program to ensure that the trial emails do not continue to send.
#2. Score leads to determine what kind of messaging you should be sending
Lead scoring is based on the amount of activity your lead has with your company. Within your marketing automation platform, assign a value to each behavior that equates with the importance of each action. For example, if a sales qualified score is 100, and a lead downloads a media file, you may want to give this action a score of 10 points.
(Keep in mind, the 10 point score is subjective, and may vary from each instance.)
The result: This action is not enough to send an email inviting the lead to schedule a call with your sales team. We want to avoid reaching out too early, as this will scare leads away. Now, if a lead downloads a media file, attends a webinar, and views your pricing web page, perhaps these actions will collect enough points to send an email with a call-to-action inviting the lead to make an appointment with a sales rep. Ultimately, the goal is to understand what each lead needs, and nurture them until they become “serious hand-raisers” ready for that next step!
#3 Setup effective triggers in reaction to behaviors
Use these 3 productive triggers to convert leads and increase sales:
- Renew product/service reminder:
If your customers are subscription-based, enter them into an automated program workflow at the time of their purchase. If typical subscriptions are 1 year, send the user a reminder 11 months after their purchase date, kindly letting them know they must renew their subscription for continued use. Include an easily visible call-to-action that will directly take customers to a subscription page.
- Add-on features & upgrades:
Create a dynamic smart list that will continuously enter qualified customers into an automated program workflow that will trigger email sends about helpful add-on features, or upgrades related to the product that they have previously invested in.
- Inactive leads:
Use parameters to track how much time has passed after a lead’s last landing page visit, form submission or attended-a-webinar action occurred. Once they have met the criteria, they will enter the appropriate automated program workflow, and your “inactive lead” emails will trigger. In your message, include recent updates that are now available in your products, or critical improvements that apply. Also, consider offering discounts or coupons to interest your leads.
#4 Send prospects & customers targeted messages based on data
Are your users implementing every feature available?
If you have data on how prospects/clients are using your product, consider creating emails that will inspire and motivate individuals to get the most out of it! Create multiple segments based on “no usage” for each feature (or at least the features critical to their success). It is imperative to provide content that will help your users thrive.
Better your lead nurture strategy today
Now you’re all caught up on 4 incredibly effective tips to strengthen your lead nurture process. So, without delay, put these tactics to use and convert more leads.
Be sure to create nurture programs for customers. Just because they have converted, doesn’t mean that your marketing efforts should stop. Maximize their lifetime value by sharing relevant, and helpful messaging.
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Deanna is a bubbly and outgoing person who loves to laugh! She is quick-witted and enjoys meeting new people, but she’s all about goals when there is a business to get done. When working, she is enthusiastic, highly focused, and goal-driven.
She works at Vonazon (Full Service Digital Marketing Agency) and helps small and large companies build marketing campaigns that attract ideal prospects, convert leads, and close sales. She enjoys contributing to strategy development that focuses on inbound lead generation and prospect lifecycle nurturing. Her nose is always in a book or blog, looking for emerging trends that she could master to help clients improve their current automation processes, so you can bet you’re getting best practices when she is on your team!
She is a true Marketing Automation Specialist: certified for Salesforce, Pardot, Act-On, Hubspot and Marketo.
She loves travelling and is pretty bold with trying unique foods from other cultures—The Banana Leaf in LA has Singaporean food you’re going to LOVE. Fashion is more than a pastime for her, she likes learning about new looks and sewing her own apparel. She even won 2nd place in a Fashion Show Competition.