Prior to the Wave 1 2020 release, the allocation of charges capability was available only on the Purchasing side of F&O processes. In this blog, we’ll review the Current State process and share some exciting news about Future State process.
Congratulations, you've got leads! Now what do you do with them? That is an excellent question, and one that we'll discuss today.
First, let's define a lead as someone who may be interested in your services, products, or content, but is not yet "sales-ready." More and more, leads are spending a significant amount of time doing independent research and discovery before they're every ready to talk to a sales person. Your goal is to help nudge them in that direction by nurturing them.
Basically, you want to get your lead funnel from looking like this:
To looking like this:
A nurture program is a way to touch those leads who could possibly be a customer in the future, but aren't ready yet, and get them closer to that sales-ready point.
So how do you create a good nurture campaign for those leads? It comes down to creating quality content, a steady "drip" of emails, and a system for automating the whole process. Let's dig a little deeper into each of these areas.
Content is still king in so many ways, and in a nurture campaign good content can help push those leads down the funnel and get them closer to sale. Remember, the whole goal is to get them closer to sales-ready.
Here are some content tips to keep in mind.
Part of the concept of nurture is that you create multiple touchpoints over a period of time, and those touchpoints have a cumulative effect on your leads to move them down the funnel. You'll have to figure out the frequency of emails that makes the most sense for your organization, your products/services, and your audience.
As an organization totally focused on Microsoft Dynamics CRM, our approach naturally uses the capabilities of CRM to create nurture campaigns. When you combine CRM with our PowerPack add-ons for marketing automation, you have powerful tools at your fingertips to nurture leads effectively and efficiently.
For instance, we can use PowerEmail or PowerMailChimp as a means of creating the campaign content and sending out emails. We can build the nurture campaign flow with PowerNurture. And we can also tie in additional add-ons such as PowerWebForm (to generate the leads initially), PowerSurveyPlus (to take information-gathering surveys), or PowerWebTraffic (to see what your leads are most interested in on your website).
So there you go—a primer on how to start thinking about setting up an email nurture campaign to get those leads ripe for the pickin'. Feeling inspired? Give PowerNurture a try for yourself and see how easy it is to create drip campaigns in Dynamics CRM!
Have fun, be creative, and happy CRM'ing!