Lead Nurturing Strategies for Start-ups

This is the most critical and heart-breaking part of acquiring customers. It can sap even the most persistent. But there is no alternative if you want to convert your qualified lead to an invoice. In the first place, consider yourself lucky you have a set of qualified leads. Most start-ups do not enjoy that luxury. Now it’s only about how you grab this opportunity with both hands and push and prod them to a decision.

Having said that let me tell you there is no ‘best’ or ‘sure fire’ way of nurturing leads. You have to feel your way through. But remember, whatever you do be consistent.

What is Lead Nurturing? It is the consistent process of keeping the lead engaged with a series of focused and relevant content that is both informative and educative about your domain and its impact on the prospect’s business.

Please note, this engagement may very well be just one-way. The lead may or may not respond. But you can rest assured that the information you are sharing is being read, assimilated and filed away for future reference. More important, you are in the process establishing high recall for yourself and your company. The idea of lead nurturing is to get you the inside track in a highly competitive environment where there is a surfeit of information and try and evoke a reaction, be it a step towards a decision or start a conversation or just a response, with the kind of content that you present.

What is the kind of information you should share with the prospect? This is something most sales people ask me when we discuss lead nurturing. Having understood the target segment from where the lead has emanated, you need to come up with content that is relevant to the prospect and adds value to the prospects business and decision-making process. The content could be anything like Blogs, Customer Use Cases and Testimonials, New Customer Acquisitions, a New Use Case, White Papers, Company Newsletter, Webinars, new product development or enhancements etc. You could also share links to relevant blogs on other sites which could help to improve the prospect’s knowledge and intellectual property. Share lists of customers in their line of business or located in their part of the woods. This could help as most customers suffer from ‘herd mentality’. If someone from their domain or region or locality has taken that leap of faith with you, then you must be ‘Ok’. So share as many such confidence boosters.

Another innovative way would be to visit their website, understand their business, the processes they could be following and try and build a possible Use Case specific to their business where the benefits from using your product or service could be better highlighted. I find this a very powerful method as nothing will convince the prospect more than transplanting an idea in their environment and making a point.

If you start to think out-of-the-box I am sure you will come up with many more innovative ways of keeping your prospect engaged. Keep ideating and coming up with new ideas of how to keep your prospect engaged. Trust me, pressure of targets brings out the ‘Einstein’ in most sales people.

What is ‘consistent’ engagement? I am often asked how often should one write to the prospect. How consistent is consistent? How often is too often? It all depends on where you had reached in your interactions with the lead. That will help you to judge the level of communication you need to employ with the prospect.

  • If the lead has visited your website and filled a form to download some resource and you have sent a ’Thank you’ and ‘Introduction’ mail to which there has been no response, then in the initial couple of weeks from first contact you should keep sending some information once every week. If there is still no response, then thereafter slow it down to once a month.
  • If the lead has either taken a product walk-through on your site or you have connected and given a product demo and thereafter drops from the radar, then keep pushing a lot of product information and customer use cases. Again keep up the pressure once a week for a month or so and thereafter taper off to once a month. During this time you could also volunteer some special price schemes to elicit some reaction.
  • If the lead disappears after a demo and price discussion then in all probability they are studying competitive products and/or going through the internal process before a decision. This is when you need to share more information on business benefits and ROI. Information that would help the user get the necessary approvals. The follow-up should be intense, probably once every 2-3 days for 3-4 weeks. Follow-up should also include telephone calls.

The above is only to give some directions on the approach you could adopt to take a lead to closure and not necessarily the only way. Your actual interaction with the prospect will determine your line of action.

During all of the above or wherever you may be in the sales process it is important to get the prospect to give some indicative timeline at the very least. Understand his use case and reasons he is even thinking of your product. If you know why he is out shopping, you then have the opportunity to tailor your communication accordingly. All this is part of the lead nurturing process.

But remember, don’t lose wind. Keep up the efforts. Not all will actually close. But such lead nurturing has yielded closure rates as high as 45-60%. That should encourage you to keep pegging away. Results will surely follow.

The author, Srikanth Vasuraj, is a Business Consultant focused on helping start-ups to grow. He can be reached at +91-98454 78585 or srikanth@nodiva.co.in . For more information please visit www.nodiva.co.in .

Lead Generation Strategies for Start-ups

Being a young enterprise, you have a product and you have your first set of paying customers. Now the challenge is to take your product to market, generate volumes and gain market share. What are the strategies and plans that you need to adopt to generate a list of prospective customers whom you could pitch your product to? This is where start-ups usually hit a road block. Most new entrepreneurs are unaware of what to do to put in place a robust and scalable lead generation strategy.

Any good go-to-market strategy should have an ‘Inbound’ and ‘Outbound’ lead generation plan.

Inbound is about helping potential customers find you on the net and Outbound is to proactively search for such prospects and inform them about what you have to offer. No go-to-market plan is complete without a good mix of both strategies. A lot of start-ups just follow the ‘Inbound’ route as it costs less. But fail only because they are not consistent with the actions that need to be taken regularly for driving traffic to their site. So a mix of both will help to ensure a steady flow of ‘qualified’ leads.

So, what is a ‘qualified’ lead? A qualified lead is one who has heard about or found your product and has evinced interest, though there may not be an immediate need for it. Such ‘qualified’ leads help to reduce the selling cycle and improve chances of converting the same to a customer. Most leads may not buy immediately which is why you need to also have a strategy in place to nurture the lead till closure.

Briefly detailed below are some typical actions that could be implemented as part of your lead generation strategy:


Build an informative, interactive and well-designed website, with as many CTA’s (Calls-to-Action) as possible to enhance the visitors experience about your product and help take an informed decision. The navigation should be simple and quick with the prime objective of keeping the visitors engaged as much as possible thereby extending their stay on your site and improving the chances of converting them to prospective buyers.


This is the most critical component of your marketing strategy. To provide good content on your site you should first be absolutely clear about who your target audience is. All content created and published should be relevant and valuable to that target audience. This is what will attract such visitors to your site and keep them engaged for the maximum time. It will also ensure repeat visits and help to establish mind-share for your product and thought-leadership. Don’t forget, most prospective buyers do a lot of due diligence before buying anything. You should figure in that process. Content includes Blogs, White Papers, Case Studies, Newsletters etc.

Social Media:

Make sure you have a good digital marketing strategy, which includes promoting your product or service in all social media platforms like Facebook, LinkedIn, Twitter, Google+ etc. These platforms are being increasingly used for lead generation, as people search for information and research what they looking for using these platforms.

Direct and Email Marketing:

This is by far the most popular lead generation strategy followed by most. A well created and targeted mail campaign can help you get in front of people quickly and share relevant information that they may otherwise miss while searching the net. To get the desired results, a typical email campaign should follow a clear plan:

  • Create the database of your target segment
  • The campaign should have a Teaser, Main Mail and Follow-up Mail with 3-4 days gap in-between
  • Cold calling and follow-up calls. Both should be well scripted, with a plan to handle FAQs.
  • A good product training program for the tele-callers

Online Ads:

These could be just display or pay-per-click (PPC) ads on other websites, search engines or popular platforms.

Having put in place a good lead generation program, it is also critical to have well defined internal processes for Lead Allocation to sales and Lead Nurturing. Most leads do not decide immediately. But having evinced some interest in your product they will buy one day. Lead nurturing will significantly improve the chances of converting the lead into a customer.

My next post will discuss what goes into building a good Lead Nurturing Process. In the meanwhile, trust the above helps to either build your lead generation plan or reinforce what you have already implemented.

Hang in there and stay the course! Consistency and determination is the key to success!

The author, Srikanth Vasuraj, is a Business Consultant focused on Mentoring and Advising start-ups. He can be reached at +91-98454 78585 or srikanth@nodiva.co.in . For more information please visit www.nodiva.co.in .


Inside Sales

Inside Sales — Very Common now a days and effective to target specific audience or groups or geographies.

Inside Sales is quite Cost Effective and Focussed Group Strategy for Companies who are in volume based Business and where Initial Resistance is quite high from Prospects/Customers or where Initial Reach or Geographies are very far off.. Viz IT Services or Product companies.
- For Targeting People from specific Groups
- For Targeting Specific Companies or Verticals
- For Pitching Product or Services mapped to needs of Enterprise or SME’s

Goes in Verticals like :::
- Banking
- Financial Services
- Insurance
- IT Services
- IT Product
- Real Estate

Tips for Inside Sales Professionals :::

- Don’t just start pitching your script or about your Product / Services as if you going to sell him/her right away.
- Make your Target List using Filters.
- Be Polite , Patient and Precise.
- If there is lot of No…s .. don’t get disheartened.Check your list and see if you are calling or touching base with right set of People.
- Try and engage with them by sharing useful content as per their Preferences.
- Seek Appointment Time from them for Sales Folks to visit them as per their Schedule.
- Don’t PUSH PUSH .. too much … He/she is going to get irritated otherwise.

Virendra Sarna

What should start-ups do to retain employees?

Having worked with various start-ups for the last 12 years I have seen different strategies employed by such young enterprises to ensure the average employee tenure stretches beyond two years. The first challenge is to attract the right talent. All the right people seem to only want to work with established organizations, not wanting to risk a start-up.

Those that do take the call join for various reasons. Most use such appointments as a stop-gap until they get a suitable opportunity. There are others who join a start-up to enjoy the advantages of being one among few, where their contributions are expected to have significant impact leading to quick recognition and rewards. Some join to get that entrepreneurial experience and high and also in the hope of making mega bucks in case the start-up achieves a successful exit.

But a couple of years down the road fatigue sets in. Always having to work against time with limited resources and most times having to don multiple hats, with constant doubts about the company’s ability to fulfil its employee obligations, all slowly tend to take their toll and most people decide to move on and join more established organizations. As a result most start-ups are forever hiring, training and losing employees before they get productive.

How do you ensure these people stay? What needs to be done to make employees consider your company as a long term option? The key elements to being a successful start-up employer are involve, share, listen, recognize, reward and rejuvenate.

Recognize the real motivations for an employee to continue working with you. They want to be involved in the company’s plans, have a clear idea of the road-map that you have charted for the company and contribute their own knowledge and ideas to improve chances of success. Recognizing their contributions and rewarding any significant contributions are critically important. Ensure you have a tight knit team through various team building exercises – impromptu lunches, planned dinners and outdoor activities. Let it not be all work and no play. Make the office a fun place to be in without losing the seriousness of what you have set out to do.

In most young organizations the problem is in sharing and listening. The CEO/Founder/Co-Founder are all too busy with their own set of issues and do not give employees much thought other than when they have to discuss some specific problem or when they decide to conduct a few extra-curricular activities. Most do not share their ideas, views, apprehensions and challenges with employees, thinking they may not be able to help or mistakenly thinking that it might create the wrong impressions about the company. Wrong. You will be surprised at the level of concern that employees have for the company and the number of innovative ideas that people can come up with, one of which could be that killer idea. Create forums and special events where such honest employer-employee interactions can take place. Quickly address employee concerns with a clear timeline and follow it up with concrete action. Non-action with erode your credibility. Reward every good idea. A free lunch for two, a gift voucher or cash awards are all very welcome. We humans like to be appreciated and a timely pat on the back goes a long way in creating that special bond.

Last but not the least, stick to promises made. It may be compensation, designation, skills enhancement or bonuses. Anything. A promise made should be a promise kept. If you have any doubt in being able to meet your commitments, please do not make it. Even worse, do not give commitments with caveats. I have a seen a lot of organizations take pride in paying employee salaries on the last or first working day of the month and whatever the circumstances ensure this is met month after month. But performance bonuses get an entirely different treatment. Bonuses are kept pending for very frivolous reasons. Something I have never been able to understand. If you have promised and the person has performed and is entitled to the bonus, please pay it as soon as possible. Preferably at the end of the performance appraisal period and not until the employee raises the issue.

Ofcourse, even after all this you may still have people deciding to move on. But atleast you will know that you have done your bit.

The author, Srikanth Vasuraj, is a Business Consultant who Mentors and Advises start-ups and mid-sized companies. He can be reached at +91-98454 78585 or srikanth@nodiva.co.in . For more information please visit www.nodiva.co.in .


Demystifying consumer hardware product development

While there is a great deal of excitement generated by new consumer products – smart glasses, activity trackers, smart watches, arm bands and companies that make them – jawbone, google, square, leap motion, etc, entrepreneurs and investors still are shy of venturing into the space. There are some common misconceptions but I won’t get into that right now. What I wanted to show is a 30 part series that engineers, product managers, manufacturing, marketing and servicing teams in my company have created to show how consumer products are designed and developed from scratch. Hardware product design is influenced by not just user experience requirements, but also by industrial and mechanical design considerations, electronics design, test requirements for mass production, and manufacturing processes. I have personally learnt a lot in the last few years and I hope you find these short videos useful. They are not thorough tutorials or anything of that sort but they show all aspects of building products from scratch end to end. I also do not want to spam readers of this blog every day, so I will add videos in this post itself. You can also follow us on facebook and twitter or post a question here if you have one.

Content Marketing for SME’s

A Smart Marketer knows that Traditional Marketing no longer holds sway – Today is the Era of Digital and Content Marketing – Developing Relevant and Engaging Content for your Target Audience to drive a Profitable Customer Action(On Web and Mobil).

If Content is King , Digital Marketing is Crown. Digital Marketing Strategies are closely connected with Content and Consultants with experience in Online Advertising , Social Media Marketing , Search Engine Optimization optimizes Digital Media with Right Content to Deliver Tangible and measured Results.

As an SME (Small Medium Enterprise) , you have to figure out how the content developed by you gets engaged with the customer. You have to think like a Publisher , Media and work on great story telling.

First and foremost think about what customers you are targeting and what are their pain points your product/service is addressing.Based on that you should start engaging with them on different social sites. Facebook , twitter , pintrest etc.

Content would need to have following components depending on your product/service and make it part of Marketing strategy.

Blog Articles
Data sheets/Factsheets
Leaflets / Flyers etc
Electronic Data Mailers (EDM’s)
Video Scripts

Content Development is an Art and engaging with customer is need of the hour. As there is lot of content available on Web , how you differentiate is by doing SEO , Keywords and engaging with the Right audience and make that specific to their Pain Points.

Virendra Sarna

Contact :::

Tall Tales told by Grandmas and Venture Capitalists

“VCs look for Startups going after a Big Market with a Passionate Team and have an ‘unfair advantage’.”
“A startup is an organization built to search for a repeatable and scalable business model.”

If the organization does not yet have a viable business model, how can it have an “unfair advantage”?

“VCs take pure equity risk and, as long as the business pans out fine, their interests are perfectly aligned with that of the entrepreneurs.”
“VCs bury ‘Dangerous Bombs in Share Holders Agreements’ and unless you ‘diffuse them’, they will take away all the spoils.”

Conundrums? Myths?

Certainly Quite Puzzling Questions to an Entrepreneur Seeking the First Round of VC funding.

But, who’s going to provide the answers?

I wish my Grandma was around to help.


I’ve come to realize that, apart from the “school of hard knocks”, the best way to learn anything – that sticks – is through stories. Call it Case Study or Mythology or Grandma’s Tales. Stories Stick. And they bring clarity to seemingly complex issues.

If only I’d paid proper attention to Grandma’s tale of a guy who brought together an army of monkeys (and other assorted creatures) to cross an ocean and conquer an island, I would have probably learnt for keeps that Leadership is about inspiring “ordinary folks” – by setting a “Big Hairy Audacious Goal”, personal example and smart tactics – to achieve “extraordinary results”. The same story also had a bear pep talking a monkey into “realizing his true potential” and taking a “test marketing” leap across the ocean (to ensure that the big battle was going to be worthwhile).

Great. Back to VC Fund Raising.

Where are the Answers to those Tricky Questions?

In Stories!

From Master Entrepreneurs who have fought the good fights and have not only survived, but thrived, to tell their tales.

They’re Lined Up – Only on March 6 at Mumbai – to show the path at the APEX’14 Summit, India’s Premier Investor-Entrepreneur Interface. In Detail. With Drama. So that you’ll never forget.

Are you ready to get armed for the tough-but-definitely-worthwhile climb to startup success?

Click Here to Learn More and Sign up!

See you there!


If only Abhimanyu knew ‘The Art of The Exit’ as well…

IIMB EPGP Students want to meet startups

IIMB’s EPGP is an intensive one year full-time residential program designed for mid-career professionals with 7 to 15 years of experience.

During their placement process, some people are interested in pursuing their career with startup companies.

With the intention of connecting these people with startup companies, they are planning to organize a event on 29th Jan. Event details are available here.

Pitchbook – Quick review of Global VC 2013

Pitchbook has a review of global VC activity in 2013. Key message – activity continues to shift out from silicon valley to other parts of the world, overall a slightly down year, but rising valuations. India still remains small.