Contacts who aren't in your CRM yet still have value — you just need a process to get them ready before you hand them off. That process comes down to two moves: nurture them until they look like an MQL, then push them to your CRM automatically once they qualify.
Quick Reference (Advanced Users)
- Step 1: Segment non-CRM contacts by buying stage, build targeted content, and automate the nurture with an Automated Program.
- Step 2: Once contacts reach MQL, push them to your CRM with an Automated Program's Create in CRM step (Salesforce, Microsoft Dynamics, NetSuite, Zendesk Sell, or SugarCRM).
Step 1: Nurture Your non-CRM Contacts
Create a nurturing process for your non-CRM contacts as follows:
A. Segment the Contacts
The contacts will likely be at different stages; some nearly MQLs some completely new. Segment the contacts based on their buying stages, for example using lead scoring, AI predictive lead score, or custom touch points. For more details, see Creating a Segment and Create buying stages segments.
B. Create Targeted Content
Use email templates to create messages targeted to each segment. Also, personalize the emails to increase their open rate.
C. Automate Your Nurturing Process
Create automated programs to send your targeted content to the contact segments. Try a template from our content catalog to get you started. View your program's performance to ensure your contacts are being successfully nurtured.
The Automated Program should manage your contacts through the nurturing process to become MQLs. Also see Starting a Lead Nurture Program.
Step 2: Push MQLs to Your CRM with an Automated Program
Once contacts have been nurtured to MQLs, push their details to your CRM. To do this, create an Automated Program with a create in CRM step. See the following for your CRM: