Nurture marketing is a popular term these days but can be difficult to grasp if you’ve never used marketing automation. Imagine creating a decision tree of actions from any marketing activity. (ie: email send, event, website pageview or even CRM data.)
Transcript of the Video
What is nurture marketing? Nurture marketing allows you to engage with leads by providing relevant content until each lead is ready for sales.
If you don’t have marketing automation, you’re probably doing this manually by sending a series of batch and blast emails on a regular basis. This is a great first step for building a relationship with prospects, but it’s not very effective for growing pipeline.
The question is… how long does it take you to create a nurture? Usually, it involves uploading a list to an email tool, creating emails, waiting for recipients to respond, and then downloading the list of leads to a spreadsheet for sales. …it’s exhausting.
What if your prospect doesn’t even open your emails? What if they engage by visiting your website or attending a webinar? How do you even know when leads are ready for sales? It’s simply too hard to tell when your processes are fragmented.
Que: Marketing automation.
By using a tool to automate nurture marketing, you can monitor the progression of leads to keep the dialogue going. The path leads travel is customized by you and includes activities like emails, phone calls, or events.
Building a nurture campaign with marketing automation is just like setting up a decision tree. Did the prospect open the first email of the nurture? If yes, wait two days and send the next email. If not, wait two days and send the same email again with a different subject line.
Nurture marketing isn’t just about email either. From the nurture you can do things like set a task in your CRM for sales to follow up or automatically change a lead status. Salespeople are even able to add or remove their prospects from a nurture should they become sales qualified.
Sound too complex? Not to fear! You can take baby steps to get started or dive right in with a more sophisticated nurture. And, it’s important to keep in mind that even though nurture marketing is used most often for leads, it can also be used to provide a meaningful experience for customers and partners – helping grow brand awareness, word-of-mouth, and ultimately build loyal fans.
Kate Moore, Director of Revenue Marketing