December 27, 2013
By Dolly Howard
By now you are probably familiar with what lead nurturing is and the importance of including it into your inbound marketing strategy. You have content that is persona-centric and you're ready to get your workflows turned on and sent out. The next step is to segment your library of content into stages of the buying cycle.
Lead stage segmentation is a very important step in your strategy because it ensures your leads get pertinent information about your industry at the right time. For example, if you know it takes your leads approximately three weeks to make a purchase decision, you would send them middle-of-the-funnel content sooner than a company who has a 6 month sales cycle. Make sense? If not, don't worry. By the end of this post you will have a better understanding of how this works.
First, you should know what each stage of the buying cycle is and how they relate to your leads. The stages of the buying cycle are segmented into five parts. The buying cycle follows your leads through the buying decision process. The lead stages are the following:
Now that you know what the leads stages are, it should be easier to tell which pieces of content fit into which stage. If you're having trouble, reevaluate your content. Does it really help to educate your lead based on their stage in the buying cycle? It should. Use the following guidelines to help you establish what content should be included in which stage of the buying cycle:
How have you segmented your lead nurturing campaigns? Share with us in the comments what has or has not worked for you in your lead nurturing strategy.
About the author
Dolly Howard was formerly Director of Marketing for SmartBug Media. Previously she worked as a senior marketing consultant leading SmartBug Media clients in strategy for lead conversion improvement and total marketing ROI. As a past HubSpot employee, Dolly is excited to share her knowledge and help enterprise companies grow their business. Read more articles by Dolly Howard.