The Revenue Marketer: Recipe for Nurture Marketing

The idea of “Nurture Marketing” has really hit the mainstream. Just Google the phrase “how to nurture market” and you’ll be amazed at all the so-called experts offering tips or best practices on how to do it properly. You’ll get a few results offering rock solid advice, but the majority will be complete nonsense. So if you read just one “super awesome best practices of nurture marketing,” don’t bother reading the others.

Typically, you’ll find some version of this list talking about:

  • Targeting
  • Content
  • Strategy
  • Scoring
  • A Call To Action (CTA) to hire the company

Nurturing leads is not as simple as a 4-point plan, however. There’s a whole campaign development process that should be followed for maximum results.

Think through your entire nurture series from start to finish:

  • Who is your target audience? Have you built personas and segmented your database?
  • What content will you use – Whitepaper, case study, eBook, article, something completely different?
  • How will you design the campaign flow and what is your overall messaging?
  • Have you implemented lead scoring, so you know when you have a sales-ready lead?
  • CTAs – Will they be direct and to the point (Call me), or lead the prospect to something educational (Download this white paper)?

Prospects are looking for solutions to roadblocks or problems. So create a series of emails that will aid prospects in their search for answers; show that you understand their pain points. Offer simple tips to address the pain NOW, or a multi-step solution for more complicated issues. The trick is to not sprint to some imagined goal but to provide relevant information at a steady pace, with each step guiding the prospect and building trust in your company.

True lead nurturing takes at least 3 to 6 months.  In the real world, not many companies can wait that long – the mandate is to show results NOW! This pressure leads many companies to take the idea of “Nurture Marketing” and try to condense it down. They’ll incorporate multiple messages and calls to action in one email.  This does nothing but confuse a prospect – too many distractions and they end up taking no action at all.  So formulate your campaign strategy ahead of time and follow it through. This doesn’t mean you can’t tweak things as you go along, but don’t take one campaign strategy and try to incorporate it into another, in hopes of getting faster results.  That is a recipe for disaster.

Rise of the Marketing Operations Function

The Marketing Operations role is evolving and transforming B2B marketing organizations. Have you wondered, what exactly is Marketing Operations? Why is it exploding within marketing? What do you need to know to stay ahead of this trend? How can you take advantage of these functions to create Marketing Operations as a hub of your department and continue on the path of Revenue Marketing?

About Raja Walia
Raja Walia is a ten-year veteran with sales and marketing experience. As the TPG residential marketing technology and integration specialist, he has helped clients integrate and launch marketing automation and CRM platforms. He is an intuitive teacher, instilling in his clients the importance of a good strategy while educating them on how technology fits into their company's vision. Raja is best known for his idiom "Let me try to Sherlock Holmes it." Through expert reporting and analytics, he's capable of putting the "closed" in “closed loop reporting" turning mystery into easily tracked reports. Raja puts his skills to work from his office in Phoenix, Arizona where his wife and lazy cat escape the scorching summer heat.

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  • Posted by Raja Walia
  • On 03/29/2016
Tags: revenue marketing, lead nurturing, TPG Solutions, Nurture Marketing, Nurture Marketing Best Practices, prospect nurturing

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