14 - Why Your Lead Nurture Isn't Working (and How to Fix It)

Instead of doing traditional lead nurture with a set of leads, we tried something more dramatic 🎩… And the results demonstrate why lead nurture doesn’t work anymore (and maybe never did). The bottom line is that lead nurture today is acting more as a placeholder until an SDR can call 🤯… Rather than a process that delivers qualified leads into the sales pipeline by itself. This business had been doing a more traditional nurture approach, sending a regular newsletter to its subscriber list. The newsletter had an innocuous CTA at the bottom which might have been delivering leads into its other free content, but not converting them to a sales call. We took a more direct approach, and the results demonstrate that this is what you should be doing instead of lead nurture, especially in your smaller segments (SMB, lower commercial/mid-market). We sent an email sequence that didn’t nurture, it sold the concept of the sales call. It was highly successful. Those calls closed $60,000 in three weeks. We scripted, promoted, and ran a webinar that sold the concept of the sales call. Those calls closed $50,000 in a short time. These programs can be evergreen (same emails, same webinar, same results, over and over) if your subscriber base is large enough or growing fast enough. Nurture marketing is complex, its performance is difficult to evaluate, and it’s not the right play for most organizations whose goal is to move more leads into the sales pipeline. With the approach I took with this company, you don’t need tens or hundreds of pieces of content. It’s not hard to align marketing and sales - the leads come to the sales team with uniform qualification levels, instead of being all over the map (leading to complaints about low-quality leads). You don’t have to do this across multiple channels to start with. You don’t have to rely on a complicated and probably incorrect lead scoring system. Marketers are already playing the game on hard mode in today’s environment. Consider simplifying how you convert your leads to pipeline. Follow Andrew's Socials: ⁠LinkedIn⁠ | ⁠YouTube⁠ | ⁠Facebook⁠ | ⁠Instagram⁠ | ⁠X (fmrly Twitter)⁠ | ⁠Threads⁠ | ⁠Profit Automation⁠