Step 3:

Stay in touch with your touchpoints

Clearly mapping out the touchpoints for your nurture strategy – and ensuring you’re able to deliver sufficient information across every stage of the prospect’s decision-making process – will be of vital importance.

7 points
of good
touchpoint
practice

1It may sound obvious, but be sure to follow up on new contacts quickly. If they’re in active search mode, delaying outreach could prove costly.

2Plan enough touchpoints to fully address the buyer’s concerns and questions throughout the buying cycle. Leverage customer and/or sales data to determine the optimal number of touchpoints at each stage.

3Similarly, use historical data to help build your content strategy and determine when each question should be answered, how, and to what depth.

4Is your solution new? If so, you’ll likely need to spend more time educating your audience on how it can help them.

5Ensure the right level of content is provided at each stage. Give your audience a feel for your solution’s differentiators but leave them wanting more. Long-form content can be off-putting if the reader isn't ready for it.

6Define a regular cadence for your emails – fortnightly is typical – that will flex in line with prospect habits and behaviours. If they open regularly, keep them to a regular cadence. If not, consider slowing the cadence down – or even ask if they’d like to pause for a time.

7Be aware also that the buying cycle is no longer linear (if it ever was), and that it’s therefore worth considering multi- and omni-channel strategies.