This last week has been fun trying out an early beta version of Nurture an 'easy to use' lead nurturing application. Though there are one or two small bugs to fix since it's still in the earlier testing stages and not live for everyone to start using yet, it looks promising and worked well for me. The application is built to be a simplified lead nurturing solution to which leads can be added, you create and schedule email campaigns, define rules for campaigns, track activity, and score leads based on activity to help identity which of them are sales ready and keep nurturing the remaining.
What I liked was it's a no-nonsense application which does exactly what it says it will and does it well without the bells and whistles. I started my campaign by designing a set of email templates which point to a landing page we created especially for this reach out to capture leads. The email templates included different formats and copy for follow-up emails for those who don't open the first one and also different ones to follow up after discussions with sales reps. Once there was setup, I uploaded a small list of target contacts and tagged them with the campaign name by which I could identify them by later.
The 'tagging' feature is quite a nifty one in the Nurture application and helps to be able to associate a set of leads or contacts with a specific word like a campaign name, lead owner etc. I set up the campaign which was quite simple and set a rule to send a follow-up email within 12 days of a lead not opening the initial introductory email. Once that was set, the campaign was good to go. The exciting part is definitely watching the activity stream which is displayed well on the dashboard as well as the activity stream for each individual contact in the Nurture system.
It helps you identify which of your target leads opened their email, how many of them clicked through a link on your email, which of them went on to read your website, what pages they went through, which of them went to your landing page and also which of them filled in a form. Based on all this activity, the application scores each lead with a point system and helps you identify what is sales-ready. The rest of them remain in your Nurture cycle and further actions can be set for them. It was very useful for the smaller campaign that I carried out and I also enjoyed the simplicity of being able to add individual decision maker contacts on the fly without creating a campaign and send out emails to them through the system as an alternative to contacting them through my outlook account which won't let me track what happens next.
This application may not rival some of the bigger players in the lead nurturing and marketing automation space but then again it was not meant to. It can be compared to the 'Basecamp' of lead nurturing by being a smart sleek application that's simple, great to use, does the job and does it without fuss. Though the application is a few weeks from going live, you can drop your email on the main page for an update and an early bird discount so check it out here!