The Difference between Lead Nurturing Accelerator Campaigns and Lead Lifecycle Campaigns
Today Marketo released chapter 3 to The Definitive Guide to Lead Nurturing, and we are so excited to see so many people returning to check out this week’s chapter on Advanced Lead Nurturing. In this chapter, Marketo shares best practices on Accelerator Campaigns and Lead Lifecycle Campaigns.
Ever look at your pipeline and see some great things developing, but worried that you aren’t going to meet short term sales goals? This is where Accelerator Campaigns come in. Accelerator Campaigns are used to move prospects along the buying cycle faster by sending content at the right time. These campaigns are triggered on prospect activity, like visiting a certain web page, reading a specific email, or searching on specific terms to find your website. These campaigns become even more interesting when demographics are used to further segment the campaigns, making sure that the right messages are sent when an accelerator campaign is triggered.
Some quick tips on Accelerator Campaigns include:
- Start simple and build out these lead nurturing campaigns
- Testing isn’t just for email and landing pages – test to improve these campaigns, too
- Accelerate on a combination of demographic and behavioral data
Lead Lifecycle Campaigns are developed to ensure prospects aren’t left to go stagnant. This is often referred to as ‘leaks in the funnel’ or ‘stale leads’, and are typically accepted as part of normal lead management. But this doesn’t have to be the case. In lead lifecycle campaigns the goal is to keep leads moving, even if they are not ready to buy.
There are three categories of Lead Lifecycle Campaigns:
- Lead Handoff– this is a part of sales and marketing alignment that ensures proper processing of leads to ensure none get ‘stuck’ or ‘lost’
- Lead Recycling– involves putting leads that were passed to sales back in a nurturing campaign if they are not ready to buy. Ideally though, these campaigns are more customized than a standard nurturing campaign, taking into account the information gained by the sales rep during their interaction with the lead.
- New Customers– a sale being closed doesn’t mean that nurturing should stop. Instead, a drip program can be devised to help customers get started with your company and may provide great ways to introduce additional products that may be of interest to these new customers