Set and Forget Nurture Marketing

Set-and-Forget Marketing:

Nurture Marketing Tactics for the Overwhelmed Marketer

Compliments of:

#Nurture

#Nurture

•

•

•

#Nurture

#Nurture

#Nurture

•

#Nurture

•

•

•

•

#Nurture

#Nurture

#Nurture

#Nurture

#Nurture

•

•

•

#Nurture

#Nurture

#Nurture

– Marketing Automation

– CRM

– New leads?

– Push a product?

– Up-sell?

– Etc.

#Nurture

•

•

– Content will drive the right prospects

– Ongoing communication will demonstrate sensitivity to the sales decision process

– Integration will provide visibility into results

#Nurture

Qualification Nurturing Campaign

Qualification campaigns are designed to identify whether or not a prospect should talk to sales immediately or be routed to another nurturing

campaign.

Awareness Nurturing Campaign

Awareness campaigns are typically generic ongoing communications with prospects (or customers).

Accelerator Nurturing Campaign

Accelerators are behavior driven events that pull the prospect through the buying cycle, thereby accelerating

the time a prospect may want to engage with sales.

#Nurture

Acquisition Nurturing Campaign

Acquisition campaigns engage marketing qualified leads by encouraging them to talk to sales in a soft sell.

Call-to-Action Nurturing Campaign

Call-to-action campaigns drive prospects towards sales engagement.

Re-Engagement Nurturing Campaign

Re-engage or stay in communication with companies that did not buy but already engaged in the sales cycle

Post-Purchase Nurturing Campaign

Post-purchase nurturing is essentially automated communications and customer support.

#Nurture

Leads

Qualification Nurturing Campaign

Awareness Nurturing Campaign

Accelerator Nurturing Campaign

Acquisition Nurturing Campaign

Call-to-Action Nurturing Campaign

Ad-Hoc Nurturing Campaigns

Prospects Re-Engagement Nurturing Campaign

Customers Post-Purchase Nurturing Campaign

#Nurture

•

– Measurement (Lead-to-Sale tracking)

– Justification (time well spent)

– Simple to configure

– Simple to maintain

– Best practice (used by Top Performers)

#Nurture

Buying Cycle Sales Cycle Service

Customer Lifecycle

Leads Prospects Customers

#Nurture

#Nurture

•

•

– Paid Search

– Banners

– Landing Page – Content, Videos, Blog Posts

– Email

– Direct Mail

#Nurture

•

•

#Nurture

•

#Nurture

Buying Cycle Sales Cycle Service

Customer Lifecycle

Leads Prospects Customers

#Nurture

#Nurture

•

•

•

– Later in the sales cycle – Automating and standardizing communications for sales – Allows marketers to track and measure influence in the

sale

#Nurture

•

#Nurture

•

– Engage professional services

– Engage consultants

– Read research

– Read thought leadership

– Check out YouTube

– Pillage competitive resources

•

#Nurture

•

•

•

#Nurture

#Nurture

•

•

•

•

•

•

•

Thanks!

Ian Michiels

Gleanster

@InsightFanatic