Overview
Nurture is a term we use at Verse to describe what happens to your Leads once they've gone unresponsive. Before we begin nurturing the Lead, they may receive any number of question-specific follow ups that attempts to re-engage the lead when they've become unresponsive.
Once the automated follow up is completed, the Lead is then sent to be nurtured.
From Nurture's perspective, the engagement cycle "starts over" from "day 1", even though we've already been messaging with the lead for some time prior to it being sent to be nurtured.
The amount of time we nurture your leads as well as the duration between nurture events is customizable, and can be shortened or lengthened depending on your use case. Should you desire a change to your Nurture, simply contact your account manager with your requested changes.
Once the Nurture cycle is complete, and your lead has not responded, we will unqualify the lead.
Types of Events
There are two different types of nurture events: Email, and SMS. For our purposes, we will highlight Email events in pink, and SMS events in blue.
Navigating your Nurture
There are multiple ways to navigate around your Nurture events:
Scrolling: You can simply scroll from top to bottom to see all of the events.
Clicking on a Bubble: If you know the specific event that you want to see, you can simply click on the colored bubble in the bi-weekly view to be taken directly to the event.
Clicking on the Week: If you don't know which event you want to see but know which week you want to take a look at - simply click on the week that you'd like to review on the right hand side of the week view.
Templates - How to see other Variants of your Events
In certain use cases we create Templates of your Nurture in order to understand "what type of messaging works best" when we're nurturing your leads. In these cases, we use Templates in order to create multiple "Variants" of the event. Should one of your events use a Template, you will see the ability to scroll through the variants:
To see another Variant, simply click on the arrow in either direction to see the next Variant.
Merged Fields
Verse Leverages dynamic data in order to ensure that what we send to your Leads is relevant. In these instances, we may merge in the Value of the merged field if we have it. An example of this would be Company name, the concierge title, or the phone number we're calling and texting from (see the email event below).
In the event that the merged field is relative to the lead, we will simply bold and highlight the field in blue - and we'll merge in the corresponding value of the lead when we send the email or message.
Multiple Events on a Specific Day
At times, there may be multiple events that are scheduled for any given day in the nurture cycle. Should this occur for your Nurture, we will create multiple "tabs" within the day the events fall on:
Additionally there is lead type specific nurture - shown here in parenthesis (refi) and (default).
When we show an event with text in parenthesis - this means that we will only send this Nurture event to a lead whose lead type matches the text in parenthesis.
Wherever (default) is used, this means that if your lead doesn't match any of the other types of nurture events, it will receive the "fallback" event for that day.
Should no (default) tag exist for that day, then if your lead doesn't match the lead type, then no nurture event will be sent to that lead on that day.