Lead Nurturing isn’t old,but it certainly has

changed

Startups need to focus on personalized and segmented communication.

nurturing campaigns to achieve more results.SaaS companies need advanced lead

You have to think about

creating opportunities for touchpoints

and discovering more about your leads.Sam Aparicio, co-founder & CEO of Ringio

““

What is lead nurturing?

Easily nurture users with "micro-yeses"

SaaS Lead nurturing best practices

Preparing your lead nurturing campaign

Most common ways to nurture SaaS users

Advanced lead nurturing strategies

Summary

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What is nurturing?

Nurturing isn’t SPAMNurturing is FEEDING

Teach your leads with useful, interesting and relevant content like

blog posts, personalized e-mails, in-app messages, ebooks,

infographics, webinars and events.

The main objective is making leads go further through the buyer's journey, until they're ready to contact or be

contacted by your sales team or even purchase by their own.

It demands analysis.

SaaS Lead

nurturingDos:

Segmented

audience

with buyer

personas

Tailored

content

based on

interests

Multi chanel

personalized nurturing

SaaS Lead

nurturingDont’s:

Spamming

their inbox

3 times

a day

The same

promotional

content all

the time

Sending to the entire contact base

Easily nurture users with “Micro-yeses”

Teach your users to perform simple action like clicking a CTA or filling a

form with optimized messages, giving an interesting content in

return like a checklist for a specific task.

When your content is valuable enough, after a while these actions

should be automatic. It is about building their trust and engage then

with your brand. Later, when you show your product,

They will be more likely to say yes.

Increase LEADS CONVERSION

Using “MICRO-YESES”

Nurturing users is all about building

their trust and making them engage

with your product“ ”

SaaS lead nurturing Best Practices

Focus on the journey stage

Focusing on the buyer's journey

stage is a necessity. Subscribers

are interested in receiving content

that help them identify their

problems and develop strategies to

solve it. Don’t go all "salesman" to

your users.

Create engaging subject lines and titles

When you send an email or an

in-app message to users, the ball is

on their court. Put effort in your

message's subject lines, make them

wanna open it to look what's inside.

Be objective on your message

Cut to the chase and shorten your

message to make it as objective

and informational as possible. But,

of course, take care to not be rude

or go against your persona's

preferred communication tone.

Make an irresistible call-to-action

When nurturing users, you expect an

action from them with a well-made

call-to-action. Use contrasting

color, leave some space around it

and adjust the size so it won’t be

neither to big or small. Make it easy.

You want your messages to look

trustful, correct? Too many links

make them look suspicious. Beyond

that Internet Service Providers

(ISPs) may mistake for a spam. And

you better avoid the spam folder at

all costs.

Links: less is more A/B test your messagesIf your nurturing campaign is already

up and running, give A/B testing a

shot and document the results. That

way, you'll see which kind of

messages are more likely to convert

users for your startup.

Preparing your Leading Nurturing Campaign

Define your persona(s)

Likes, dislikes, what issues they're

facing, which problems they're

expecting to solve, what type of

content they're more likely

download, tone of communication…

All information is important when

creating your buyer's persona

profile.

Segment your audience

Do this based on attributes you find

relevant, such as company size, job

roles and subscription origin

(newsletter forms, landing pages or

other lead acquisition strategy).

That way, you can create highly

targeted messages to each group.

Know your lead's behavior

Through tracking codes, you can

check how users interact with the

content you sent them (emails,

in-app messages, ads and so on).

With detailed analytics you’ll be able

to build your customer journey

mapping.

With it, you'll be able to track your

user's events within your app, website

or blog, create individual profiles with

all their information, access

dashboards with statistics to keep

track of your results and create

advanced segments from your

contacts, based on various attributes.

Select the channel

There are tons of ways to reach and

nurture your users. Besides email,

you can create a user nurturing

campaign via in-app messages,

organic landing pages, paid ads

leading to product landing pages,

social media posts and paid ads on

social media.

The next step is the content. You

need relevant, engaging content for

all the buyer's journey stages. Think

of all the rich content or valuable

blog content you already have and

what could be made to create a

nurturing campaign that covers all

the user's buying process.

Choose the content to be sent

A good automation platform

Most common ways to Nurture SaaS Users

Welcome nurturingAs soon as users sign up for a

newsletter or create a new account

on a website, they get a "freebie", a

small gift for doing that action

(remember de “micro-yeses”?). It

can be a list with great blog posts or

an exclusive ebook only available for

subscribers. The important thing is

that it must push them into the

buyer's journey.Newsletter nurturingThe user gets a summary of the

best or latest blog posts on a weekly

basis. The content is selected

according to each stage of the

lead's journey.

Post-sales nurturingPost-sales nurturing focus on the

user experience with the product,

making them wanna keep using and

paying for it. It's all about user

retention for your startup and

keeping the churn low. The main

objective of this kind of nurturing

campaign is to teach users

advanced techniques when using

the product.

Advanced lead nurturing Strategies

Advanced doesn’t mean it’s more difficult. But you will definitely smooth your daily routine with a customer journey automation platform.

On-site behavior

Let’s use an example: if an user

comes from a sales-focused landing

page, fills the required information,

downloads an ebook called

"Increase your sales" and then signs

up for a newsletter on a blog post

called "Creating a sales

dream-team", he starts getting

personalized email and in-app

messages with sales content.

Email behaviorLet’s look another example: on a

week, the user gets two different

emails, each one with a different

subject. If the user chooses to

ignore the first one (let's say, about

cats) and clicks the second one

(about dogs), after that moment,

he'll get only content about dogs

and puppies. On the other hand, if he

clicks the first option and ignores

the second email, he'll receive on the

following weeks content related to

cats and kitties.

In-app message behavior

According to the way users interact

with sent in-app messages or the

app itself, they receive a

personalized message with a certain

content.

Feature-focused campaign

This nurturing campaign is oriented

for users who created their

accounts and are already using your

product. With tracking and analytics,

it's possible to keep track of which

feature and page are being more

accessed by the user. You can use

that to send targeted tips and

insights about that particular

feature.

As soon as users create an account

on a product, they receive the

traditional onboarding emails,

teaching them the basics of the

interface, configuration and initial

steps within the product. This is a

great opportunity to create a mix

between email and in-app messages

to send more "starting tips" setting

up behaviour-based messages,

focusing on user engagement and

retention.

Onboarding campaigns

Consider having a great platform to keep

track and analyze to make sure you are getting results from your

lead nurturing campaign.

Ask for your invitation here!