Nurture campaigns don’t always need to get stronger over time
The traditional nurture campaign, as the name implies, warms up (or nurtures) prospects by starting off light and giving / asking for more and more over time. For example, you might start with a short article before sharing a longer, gated resource before asking recipients to attend a webinar before offering a demo.
But what would happen if you flipped this model on its head?
The Case for a Flipped Nurture Campaign
The idea behind the traditional nurture model is to warm up leads through education and relationship-building as you share increasingly heavier content with stronger calls to action, which are meant to push them down the funnel faster. However, the truth is, everyone will move through the funnel at their own pace. Some people might race through it in half the time while others might need a little more time and attention to get through. It depends in large part on numerous factors beyond your control like readiness, budget and buy-in, to name a few.
Now imagine if you could identify those people who are ready to move through the funnel quickly and close the deal early on so that you could help accelerate that process even further. Well, you can. That’s the idea behind flipping the traditional nurture model and leading off with heavier content and a stronger call to action. When you do that, those people who respond positively at the start become prime targets. In short, this flipped model helps you surface the most promising opportunities faster to better drive new business.
While taking this approach can certainly help you expedite movement in your funnel, not everyone will be ready for this accelerated approach, and you shouldn’t write off those people who don’t respond right off the bat. In those cases, you should continue the nurture campaign to offer more education over time, moving back toward a more traditional, lengthier model.
When Does a Flipped Nurture Make Sense?
While the flipped nurture model can add a lot of value by surfacing prime opportunities faster, you don’t necessarily want to flip all of your campaigns.
The flipped nurture model works best when you’re targeting people who have engaged with your business previously but weren’t quite ready to buy. In this case, you have an audience who has already demonstrated some level of interest and has some base exposure to your message and your brand. Think of it as going after the low-hanging fruit.
Additionally, your flipped nurture campaigns should not be long. Since the goal behind this model is to surface prime opportunities more quickly, any campaigns you run in this manner should be relatively short. That will give you the opportunity to identify those prospects who are ready to move forward and revert back to more traditional tactics for those who are not.
It’s no doubt a different approach that requires some outside of the box thinking, but when you consider the why, the how and (most importantly!) the payoff, the flipped nurture model isn’t as crazy as it may sound!