Nurturing: They Aren’t Sales-Ready, but They’re Going to Be

A leading provider of clinical, operations and financial solutions for health systems. They had accumulated thousands of leads through web forms, events, webinars and other programs — most untouched since collection. Moving a small percentage to the next stage of the buying cycle could deliver substantial returns.

A database full of cold leads and no mechanism to warm them — they needed nurture that built value instead of pushing product.

Rather than a standard “drip” campaign, we built a customized nurture program designed to build the client's value in prospects' eyes and prep them for eventual conversion. A system of emails delivered topical content on an ongoing basis — relevant to each prospect's situation, mixing facts with opinion videos on the prospect's impact. Every touch offered ways to learn more: no hard sell, just free help. When a prospect acted on content or an offer, they funneled to another stage of the program; at any point, a salesperson could review activities and follow up when commitment looked near.

Two opportunities closed in the first two months, and the pilot became the basis for ongoing nurturing efforts still running.