Step 5:

Track. Review. Optimise. Everything.

Effective nurture requires continuous updates that engage the prospect by addressing their pain points, and evolve as they progress through their buying journey. That makes collecting data on your audience – and continually adjusting your nurture track accordingly – critical to successful nurture.

Metrics-driven engagement

Define the KPIs that will empower you to gauge the actionable steps necessary to optimise your nurture strategy. It's important to not utilise particular metrics for their own sake, but to instead select KPIs that can actually inform changes and drive nurture performance.

Here are five KPIs for tracking and evaluating your nurture strategy:

Click-through rates (CTR) with A/B testing
Engagement – with content or landing pages
% Conversion by funnel stage
Conversion velocity – pre and post-nurture
Cost per customer (pre- and post-nurture)

Utilise the results from these KPIs to evaluate the relevance of your content, make changes to outreach cadences, and drive the performance of future campaigns. You can action changes per quarter or sales cycle, depending on the fluidity of your prospects’ needs.

74.5% of marketers are working to improve their lead nurturing performance in 2023.”

Voice of the B2B Market Research (INFUSEmedia)