Are You Being a Good Parent to Your Leads?

The main reason lead nurturing campaigns fail is that they fail to nurture leads. For some reason, “nurturing” falls on deaf ears and all these emails are nothing more than a waste of everyone’s time.

Frankly, most “lead nurturing” campaigns are simple automated sales emails. Buy now, let’s talk, can we schedule a call, buy, buy, buy. That’s the outbound marketing mentality, the old school marketing. Broadcast your message on all frequencies, maybe some will buy.

Not only do they not work, but they increase chances of being marked as spam hurting your email reputation and deliverability; not to mention your sales. You simply waste time and resources.

The Right Approach

You have to truly nurture your leads with value, no selling.

Leads are like babies. You don’t know how your child will turn out when they grow up, just like you don’t know how lucrative leads can be. They can waste your time, buy $50 worth of stuff, or spend $20,000 on your services. But a lead is nothing more than a newborn.

You have to nurture your newborns with value and educational resources. The purpose of lead nurturing is to help leads grow and reach “saleshood”.

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost, according to the Forrester Research.

Sales emails will simply turn your leads off, send them to a competing “parent” to care for them and nurture them to their saleshood.

Consider this. You wouldn’t send your newborn to college, they are simply not ready. Why do 61% of B2B marketers send all leads directly to sales when only 27% of those leads will be qualified? (Source: MarketingSherpa)

The goal of lead nurturing is to build a relationship with your potential customers regardless of their timing to buy, in order to earn their business when they are ready to buy.

When your “lead nurturing” campaign is nothing more than automated sales emails you are engaging in selling, you aren’t offering value or building trust.

The Challenge

My challenge to you today is to create a lead nurturing campaign that has NO SELLING whatsoever. Just plain educational emails and resources. Figure out what your ideal customers need to complete their own objectives, and provide them with helpful resources to do it. The more you educate, the more you will sell. Plain and simple.

If a customer is the lead character (a hero) in their own play called Life, become their supporting character (a sidekick) to help them overcome challenges and win epic quests. Every customer is a hero.

I guarantee your lead nurturing campaign, truly nurturing, will yield a much higher ROI than any automated sales emails. You know you hate getting spammy sales emails from other companies, why do you insist on sending your own? Spam stops with you.

Stop being a bad parent, nurture your leads. They deserve and crave value. Give it to them. Help your leads reach their “saleshood”, and you will earn their business regardless of competition.


Need help with your lead nurturing campaigns? Do schedule your free 30-min marketing automation consultation with me, and I’ll be happy to help.

Photo by Bob Pitchford, courtesy of Bristol Zoo Gardens

Article originally published on LinkedIn.