How to Tackle Lead Nurturing Campaign Challenges Backed by Data to Drive Growth

Vin Turk has seen a pattern in B2B marketing where 79% of marketing leads don’t convert due to a lack of an effective lead nurturing campaign. Vin Turk, the Co-founder and Chief Operating Officer at Madison Logic, has over 15 years of expertise in digital media strategy and design and created Madison Logic to build a better mousetrap- to take audiences to the finish line, leveraging their content and handling the rest. 

In this post, I will outline how Vin Turk uses data-driven growth strategies to tackle lead nurturing challenges and drive revenue growth. Join me as I break down Vin Turk’s journey, his area of strength, his challenges, the importance of communication and content, data points, and culture within the organization.

About Vin Turk

Vin Turk is a co-founder and Chief Operating Officer at Madison Logic, an ABM platform that helps sales and marketing teams convert their best accounts faster. Vin has over 15 years of expertise in developing and executing digital media platforms. He has worked with major tech brands like Dell, Microsoft, and Intel and has helped numerous internet startups in New York City, such as Glider and Story Desk. 

Vin is an expert in creating strategic data partnerships, building digital advertising, and guiding and growing business intent initiatives. He is passionate about simplifying the process of leveraging technology platforms to create meaningful outcomes for businesses. Vin’s approach to marketing helps companies to overcome common challenges like timing, relationship building, growth, content development, curation, strategy,

Why tackle lead nurturing campaign challenges backed by data to drive growth?

Lead nurturing is a critical component of any successful B2B marketing strategy, and it’s essential to tackle lead nurturing challenges backed by data to drive growth. By leveraging data-driven insights, B2B marketers can better understand the customer journey and identify areas of opportunity for improvement. 

Data can be used to determine how prospects interact with content, which campaigns are resonating, and what’s genuinely driving leads. With this data, marketers can refine their lead nurturing strategies to target better and engage potential customers. 

Data-driven lead nurturing strategies enable marketers to measure their success better. With the right analytics tools, marketers can track the progress of their campaigns over time and make adjustments as needed. 

This gives marketers a better understanding of which lead nurturing tactics are most effective and how to improve their strategies in the future. By leveraging data to tackle lead nurturing challenges, B2B marketers can ensure they’re constantly improving and driving growth.

Here are the steps you need to follow:

1. Prioritizing what data points are necessary to move the needle.

2. Leveraging data to create personalized content.

3. Measuring success by understanding the levers and investments that drive outcomes.

1. Prioritizing what data points are necessary to move the needle.

Prioritizing what data points are essential to move the needle is an important first step for any marketing team looking to build an effective lead nurturing campaign. To do this, it is important to take stock of the data points that are currently available, both from internal sources and from external vendors. It is also important to consider what data points will be most helpful in achieving the desired outcomes of the lead nurturing campaign. 

For example, marketers may want to prioritize data points such as job titles, organization size, industry, geographic location, and purchase history of competitors’ products. 

Marketers can also include data points around customer buying journeys and account scoring to identify leads that are further along and are more likely to convert. Once the data points have been identified, marketers should create a framework for how these data points will be used to measure and track the success of the lead nurturing campaigns. 

Therefore, marketers should ensure that they have the resources and budget available to license the data points they need to measure and track the success of their campaigns correctly.

Once the data points have been identified and a framework created, it is important to understand how to use them to develop meaningful lead nurturing campaigns. This will involve understanding the customer journey and what types of content and outreach will be most effective for each stage. 

Marketers should explore dynamic content to tailor the messaging to individual leads and provide them with a more personalized experience. 

Marketers should ensure their lead nurturing campaigns are measurable and trackable. This means taking into account the types of data points that are available and setting up a system to track the performance of each lead nurturing campaign to measure its success. Marketers can ensure they can effectively nurture leads and move the needle on their marketing efforts by taking the necessary steps to prioritize the data points and create meaningful lead nurturing campaigns.

2. Leveraging data to create personalized content.

Leveraging data to create personalized content is critical to successful lead-nurturing campaigns. To do this effectively, marketers need to have access to clean, reliable data that they can use to gain insights into their prospects and customers. This data should include demographic information like job title, location, company size, and industry, as well as their buying behavior and interests. This data can create personalized content tailored to each individual’s interests and needs. 

Marketers can use attribution software to measure the impact of their content and identify which data points drive the most engagement. 

An important part of leveraging data to create personalized content is having a unified approach within the marketing team and the organization, which requires a mindset shift and the right tools and resources to make it successful.

Once marketers have access to the data they need, they must ensure they use it effectively. This means leveraging the data to create content that resonates with their target audience. For example, if a marketer knows that their target personas have a particular industry focus, they can create content that speaks to their pain points and challenges. 

Marketers can use data to segment their audiences and tailor content to each segment. This will help marketers provide their prospects and customers with content relevant to their interests. 

As we have said before, marketers should use data to measure the success of their content. This means tracking metrics like click-through rates, engagement levels, and conversions. By leveraging data to measure the success of their content, marketers can gain insights into what is working and what isn’t and adjust their content strategy accordingly. Again, this will help marketers create compelling content that resonates with their target audience.

3. Measuring success by understanding the levers and investments that drive outcomes.

Measuring success by understanding the levers and investments that drive outcomes is critical to creating successful lead-nurturing campaigns. It involves assessing various data points, including job titles, locations, company size, industry, purchases of competitors’ products, and other indicators. 

To make the most of this data, marketers should prioritize the data points with the biggest impact and ensure the data is actionable and up-to-date. Additionally, marketers should use attribution software to measure channel success and identify the levers driving outcomes. 

Ensuring that the organization is on the same page and has the resources necessary to switch to an account-based approach is important, which may require additional training, budget, and time. However, doing so will help ensure that the organization can maximize the return on its investments.

The ability to measure success by understanding the levers and investments that drive outcomes is compelling. By doing so, organizations can identify which strategies are working and which are not and which investments yield the highest ROI. This allows them to focus on strategy and investments, yielding the highest returns. 

In addition, it helps organizations to identify areas of opportunity, such as untapped markets or new channels, that can be explored further. A clear understanding of the levers and investments driving outcomes also allows organizations to create more effective campaigns and reduce unnecessary spending. 

By understanding what’s working and what’s not, organizations can adjust their strategies accordingly, ensuring they make the most of their investments. This can ultimately lead to increased efficiency and improved results.

Lead nurturing is critical to any successful B2B marketing strategy, and leveraging data-driven insights is key to overcoming common lead nurturing challenges and driving revenue growth. 

By understanding the data points that are most important and taking the necessary steps to prioritize data, create personalized content, and measure success, marketers can ensure that their lead nurturing campaigns are successful. With the right mindset and resources, marketers can achieve the same results as Vin Turk and Madison Logic and drive improved outcomes in their B2B marketing efforts.

I’d love to hear how you apply Account-Based Marketing to get revenue growth. Leave me a comment on how it went for you, or drop me any questions you want me to answer!

Some topics we discussed include:

• Lead nurturing campaign challenges businesses often face
• Why setting the right expectations is important when it comes to leveraging content to fuel your pipeline
• How to set the right metrics and engagement outcomes
• How to build efficiency in your systems and content production and content marketing
• Why content curation is a problem for most companies
• Leveraging data to drive improved outcomes in marketing
• The shift from lead-centric to account-based marketing
• Aligning marketing objectives and metrics with revenue and pipeline
• And much, much more …

Listen to the episode

Related links and resources

Connect with Vin

• LinkedIn

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