Is this email going to help the contact in some way?

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How will it do so? Can it bring them closer to the goal you set in the previous step? If you have these answers clear, you will be closer to success with your lead nurturing strategy.

When making your segmentation , keep in mind the different combinations that can be established from these 4 factors :

Buyer persona . Obviously, this is a basic question: who are you targeting? Imagine that your company sells a software product in a B2B environment. You may have three different profiles from the australia email list same company in your database, all with decision-making power in the purchasing process of your product: a senior executive, a financial director, and a technical department manager.

In other words, three different buyer personas , even if they belong to the same company. Adapt your lead nurturing campaign to each of them. One may be more interested in the practical functionalities of your software, another in the ROI and economic aspects, and the last in the complexity of technical integration. It is true that they are part of the same company, but they would be in different segments (and therefore, in different campaigns) in your lead nurturing strategy.

Stage in the buying process . This is what we know in inbound marketing as the buyer 's journey , which can be divided into 3 stages: exploration, consideration and decision. At what point is the contact in that process? Perhaps they have identified a problem or an opportunity, but are still trying to see where they are (exploration). It could be that they have taken a step further and are already comparing different types of solutions for that problem (consideration).