How to Turn Every Form Lead into a Nurtured Customer with Sequences

Leads from website forms are potential customers. Don't let them go cold! Use nurturing sequences with targeted emails to educate, engage, and convert them into loyal customers.

Capturing leads is essential for business growth. But simply collecting contact information isn't enough. To truly convert those leads into customers, you need to nurture them with personalized communication.

Leads collected through forms represent potential customers at various stages of the buyer's journey. Without a nurturing strategy, these leads can quickly lose interest or forget about your business altogether. Personalized communication keeps your brand top-of-mind and builds a relationship with the lead, increasing the likelihood of conversion.

What Makes Forms So Powerful?

Forms are a cornerstone of lead capture. They are a powerful tool for capturing leads because they allow businesses to gather valuable information about potential customers, such as their name, email address, and interests. 74% of companies use online forms for generating leads.

But what happens after someone submits a form? Often, that data sits idle, leading to a loss of interest from potential leads. This is where nurturing sequences come into play to prevent that from happening.

What Is a Nurturing Sequence?

A nurturing sequence, also known as a drip campaign, is a predefined set of messages sent to leads over time. These messages aim to guide potential customers through the buyer's journey, providing them with relevant information at each stage. These sequences can be delivered via various channels, including email, SMS, and even voice calls. Key components of nurturing sequences include:

  • Automated Messages: These are pre-written communications scheduled to be sent at specific intervals or triggered by certain actions.
  • Channels: The different mediums through which messages are sent, such as:
    • Email: A primary channel for nurturing, allowing detailed and personalized content delivery.
    • SMS: Short messages sent to mobile phones for quick, immediate communication.
    • Voice Calls: Automated or live calls to add a personal touch to the nurturing process.
  • Lead Scoring: A system that assigns values to leads based on their interactions and engagement with your content, helping prioritize follow-up actions.
  • Behavioral Triggers: Actions taken by leads that trigger specific messages, such as clicking a link, downloading a resource, or submitting a form.

The Role of Form Tracking in Lead Nurturing

Form tracking is a critical component in lead nurturing, enabling businesses to capture and utilize lead data effectively. Here’s how form tracking integrates with nurturing sequences, with Distrobird as a perfect example of how it works:

  • Lead Capture: Forms embedded on your website or landing pages collect essential lead information, such as names, email addresses, phone numbers, and other demographic details. With Distrobird, this process is streamlined, ensuring all data is captured accurately and efficiently.
  • Data Enrichment: Advanced form tracking tools can enrich captured data by cross-referencing public databases and social media profiles to gather additional information about leads. Distrobird excels in this area, automatically enriching lead data to provide a more comprehensive profile.
  • Segmentation: Form tracking allows for the automatic segmentation of leads based on form responses. This segmentation is crucial for creating targeted nurturing sequences. For example:
    • Demographic Segmentation: Grouping leads based on characteristics like age, gender, location, or job title. Distrobird simplifies this by mapping form fields to custom variables, allowing precise segmentation.
    • Behavioral Segmentation: Grouping leads based on their actions, such as the type of content downloaded or pages visited. Distrobird’s smart grouping feature enables this by mapping form submissions to specific lists based on predefined rules.
  • Triggering Nurturing Sequences: Form submissions can act as triggers for starting a nurturing sequence. When a lead fills out a form, Distrobird can automatically initiate a tailored series of messages based on the information provided, spanning multiple channels such as email, SMS, and voice calls.
  • Personalization: Form data enables the personalization of messages within nurturing sequences. By addressing leads by their names and referencing specific interests or behaviors, you can create more engaging and relevant communications. Distrobird’s automation features ensure that each message is personalized to enhance lead engagement and conversion rates.

5 Steps to Turn Form Submissions into Nurturing Sequences?

Capturing leads is just the first step. To convert them into loyal customers, you need to nurture them with personalized communication. Here's how to turn those valuable form submissions into the foundation of powerful nurturing sequences, guiding leads seamlessly through their buyer's journey in just five simple steps.

  1. Identify Your Goals: What do you want to achieve with your nurturing sequence? Do you want to educate leads about your product or service, or qualify them for a sales call? Clearly defining your goals will help you tailor your sequence accordingly.
  2. Segment Your Leads: Not all leads are created equal. By segmenting your leads based on the information they submitted in the form, you can create more personalized nurturing sequences. For instance, leads who downloaded a white paper on a specific topic might receive a sequence focused on that topic, while leads who signed up for a free trial might receive a sequence with onboarding content.
  3. Craft Engaging Content: The content within your nurturing sequence should be informative, valuable, and relevant to the lead's interests. This could include blog posts, case studies, webinars, or even exclusive offers.
  4. Automate the Process: Nurturing sequences are most effective when they are automated. This frees up your marketing team's time and ensures that leads receive timely communication.
  5. Track and Analyze: Once your nurturing sequences are up and running, it's important to track their performance. Monitor key metrics such as open rates, click-through rates, and lead qualification rates. By analyzing this data, you can refine your sequences for even better results.

Nurturing leads is crucial for turning them into loyal customers. But manually crafting and sending personalized emails to every single lead just isn't feasible. This is where email automation comes in, offering a powerful solution for streamlining your nurturing efforts.

Distrobird's email automation features allow you to create personalized email sequences that nurture leads throughout their buyer's journey. Welcome new leads, educate them about your offerings, address their pain points, and gently nudge them towards a conversion – all on autopilot.

What Other Nurturing Options Exist Beyond Email?

Sales engagement tool like Distrobird Sequences lets you craft seamless nurturing sequences that encompass email, SMS, and even voice calls. This allows you to reach leads where they are and cater to their preferred communication styles.

  • SMS Marketing: Short, targeted SMS messages can be a great way to stay top-of-mind and drive engagement.
  • Voice Calls: Personalized voice calls can add a human touch and provide a more consultative approach to nurturing.
  • Social Media Interactions: Utilize social media platforms to engage with leads, answer their questions, and share relevant content.

While email is a powerful tool, it's not the only option. Go beyond email!

Capture, Segment, Nurture: How Distrobird Streamlines Your Lead Journey

By leveraging Distrobird's form tracking capabilities alongside its multi-channel nurturing features, you can transform your lead capture process. Distrobird empowers you to:

  • Capture valuable lead data through form submissions.
  • Segment your leads based on specific criteria for targeted nurturing.
  • Craft personalized nurturing sequences across email, SMS, and even voice calls.
  • Automate lead nurturing workflows, freeing up your marketing team's time.

By turning form submissions into nurturing sequences, you can capture more leads, nurture them effectively, and ultimately convert them into loyal customers.

Join the family

Get actionable tips & resources to help you automate customer acquisition through outbound sales

Distrobird helps you manage your entire sales process, with sequences, cloud call center, shared inbox, form tracking and more — on a single platform. Sign up for free. No credit or demos required.