SQL Nurture Campaigns

Paid media efforts don’t always have to end once a lead is generated. Despite what some teams may claim, marketing certainly can have an impact on actual revenue generation. One of the ways marketers can contribute to revenue is through SQL nurture campaigns.

The way that I’ve been implementing these for clients is fairly basic. I create a company list in my clients’ CRMs of all companies that have requested a meeting, but haven’t yet reached a final decision stage (won/lost). From there I pass this company list to LinkedIn and layer in title or seniority targeting so that these ads are reaching senior decision makers at these companies.

The goal of these SQL nurture campaigns is to socialize the offer my clients have among the buying committees of companies that have already shown some interest. My hypothesis is that this will have a positive impact on:

• Deal win rate

• Days to close

Some teams might also call this “sales enablement” or another term, but at the end of the day campaigns like these can help sales and marketing align on closing more revenue.

Measuring the impact can be fairly simple too. A marketing team can compare the win rates for SQLs that are part of these nurture campaigns compared to SQLs that are not.

This type of campaign can have a good impact on revenue, and they’re usually not very expensive (depending on how many current SQLs a brand has)!

Have questions, considerations, or critiques? I’d love to hear them! If you’re reading this via email, just hit respond. Otherwise, you can find me on LinkedIn.