8 lead nurturing rules you've never heard of

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It’s tempting to create lead generation flows around your main campaigns—and stop there. But lead nurturing isn’t “one size fits all.” The best flows (or “nurture rulers”) help you deliver targeted messages based on where a prospect is in the buying process. Here are eight (admittedly unusual) types of rulers that will help you move prospects through your marketing and sales funnel.



1. Red Carpet Ruler (Welcome)

Give new contacts the celebrity treatment by showing them how you can meet their needs. These prospects may not know anything about your brand or solutions. Bring them up to speed on what you do, how you help businesses like theirs, and who you are. In return, you’ll learn more about them.


2. Boomerang ruler (recycling)

When a marketing qualified lead (MQL) is discarded denmark whatsapp lead by your sales team, it doesn’t have to be forever. If handled properly, some of these leads can re-purchase. First, make sure that rejected leads are segmented based on the reason they were disqualified. If leads were rejected for reasons that can be fixed, such as low interest or lack of willingness to buy, put them on your boomerang trail. Once you’ve generated interest through targeted content, you’ll pitch them to sales. And this time, they won’t bounce.


3. Tornado Ruler (Sales Generation)

The Tornado ruler is a thunderous hurricane that captures stagnant prospects and launches them through the opportunity pipeline.

Most lead generation is focused on the marketing side of the funnel. The Tornado Ruler focuses on sales-qualified leads (SQLs) and leads in the pipeline. Since sales reps don’t always have time to nurture prospects, an opt-in nurturing track helps keep leads engaged.

But be careful: The customer should be approached with the delicacy of a tornado chaser after a cyclone. The last thing any sales rep wants is for a prospect they were actively working to receive an impersonal email before closing the deal. You should only attempt the “tornado” approach when marketing and sales are well aligned.


4. Thumbtack Ruler (Keep in Touch)

Get in front of your contacts from time to time and stay relevant, even if they’re not ready to buy. With the Thumbtack Ruler, you can inform and reassure your contacts that you have the best solutions. Send messages at a slow but steady pace. By staying relevant, you’ll increase the chances of your prospect buying in the future.


5. Super-Bonder Ruler (retention)

Make your customers stick! Nothing sticks like Super-Glue... so glue your customers to your long-term solutions.

This is your chance to show customers that you value their business. How much? Send tips, industry news, service updates, personalized messages, or feedback surveys. When renewal is on the horizon, send offers they can’t refuse.


6. Detective Ruler (insufficient data)

Uncover missing information about your website visitors, webinar attendees, and content downloads. Create systems that easily track their progress: why they landed on your page, what content they viewed, and more. Send them offers to drive them to your site. Ask them to submit forms that fill in the missing information to qualify them for sales. The more you know about them, the better you can segment them to produce more content that will help generate leads and sales.


7. Ruler Baby, Come Back

Creating an emotional connection is a vital part of lead nurturing – if you lose touch, you’ll have to rekindle the flame. Before you can put a Sales Qualified Lead (SQL ) on the trail, you need to know two things: where they were in your pipeline and why they dropped out. Determine this from surveys, emails, phone calls, database segmentation and CRM reporting. Once you know why, prove that you’ll treat them better this time around with targeted messaging and personalized offers.


8. Sleeping Beauty Ruler (awakening)

Revive dormant leads. Your first step is to ensure that you’re categorizing your leads correctly. Make sure you’re not sending content targeted at a CTO, for example, or a VP of Product. Check your data, because nothing makes leads hit the snooze button like irrelevant content. Then, make them an offer. Targeted content can warm up prospects, bring them back to life, and recapture their interest. Once they’re active again, you can move them to a new bucket that meets their needs.