wORKSHEET TwO Lead Nurturing Checklist Designing nurturing campaigns that effectively move prospects through the sales cycle is a learning process. following the tips below will help ensure your campaigns deliver maximum value and impact. Segment. Segmenting your prospects Present a value proposition. You need to state will show them right away that you the value proposition of each piece of content are focused on their particular needs, in order to demonstrate your expertise and the not simply spamming hundreds of value your company offers. Recipients should recipients on a list. never wonder why they received an email. Get personal. After you have segmented Link to additional resources. Where your lists, add some personalization. applicable, add links to additional content Customization can go well beyond to draw prospects to your site. You can then using a recipient’s name in the email’s track and record what they are searching for salutation. and what interests them. Lend a hand. It’s important that every Focus on your prospects. The most import- email you send provides value to your ant thing you can do to ensure the success readers. of your lead nurturing campaign is also the most obvious: focus on the prospects’ needs. 29 / Pardot