Creating High-Performance Nurture Programs with Marketing Automation

Creating High-Performance Nurture Programs with Marketing Automation

Nurture programs serve a dual purpose. From a customer’s perspective, they’re a vital service for leads who need more information to make pivotal buying decisions. By supplying prospects with details about their professional challenges and the steps they can take to solve them, you’re giving them the knowledge they need to convince other decision-makers in their organization.

From your perspective, nurture programs are more than pure altruism. They’re essential to optimizing your ROI on every lead. Through a well-designed nurture process, you can convert 10 to 20 percent more leads, on average. A little back-of-the-envelope math will show you the effect that has on your cost per lead and your company’s bottom line.

How do you build a better nurture program? It starts with an intelligently implemented and managed marketing automation process that fully supports account-based marketing. It also depends on smart segmentation and nurture program design. We believe strongly in custom solutions rather than one-size-fits-all options, but here are some general guidelines to develop nurture programs.

Welcoming New Leads

First impressions matter, and your first impression on new prospects is your introductory lead nurture program. Your first contact should be brief but informative and ask for a few baseline details to ensure that all contact information is correct.

Welcome nurture streams are typically designed to lead into more subject-specific nurture programs. Our programs, for example, address our prospects’ areas of interest in marketing automation, lead generation, data enhancement, and database management, among other subjects.

Reactivating Dormant Accounts

On average, developing a new lead costs seven times as much as re-engaging an existing lead. Given that huge disparity in cost, it’s clear to see why it’s well worth your time to get dormant accounts active again. A typical nurture stream for leads who have gone quiet might include a “don’t miss out” message offering a significant discount or sample.

Leads who become active after this offer move to a standard nurture track; prospects who don’t respond get a follow-up reminding them that time is running out on the offer. If there’s still no response, the next message might ask them to update preference pages to reflect how often they’d like to be contacted.

Thanking Loyal Customers

Your customers have been good to you, and with loyalty programs, you can be good to them too. Nurture programs for existing customers can be geared to upselling and cross-selling as well as offering service and replenishment for existing products they’ve bought. Make survey requests part of a customer loyalty nurture program. You can learn so much from your customers that it would be a waste to miss this opportunity to gain insight from them.

© Reach Marketing LLC 2017 All Rights Reserved.

Attribution

Keeping the Leads You’ve Earned

Keeping the Leads You've Earned

Much of marketing automation is geared to lead gen: lead scoring algorithms, nurture programs, and email marketing management are just a few of the tools that make customer acquisition easier. The technology’s just as effective for customer retention, but relatively few B2B companies use automation to manage customer loyalty programs.
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The Role of AI in Customer Satisfaction

Customer satisfaction

In a recent report from MIT Technology Review, 91 percent of companies with the highest levels of customer satisfaction used some form of AI versus only 42 percent of companies in their industries as a whole. In other words, a MARKETING AI® has a direct, measurable impact on how well businesses satisfy their customers’ needs. Marketing automation is no longer a useful extra; it’s now a mission-critical element of marketing in the modern age. Continue reading

Why Your Customers Hope You Use Real-Time Marketing Automation

Low effort, high return – that’s the dream for most B2B buyers. They want a frictionless buying experience that results in making exactly the right purchase. Deliver ease of use to your customers, and you’ll keep them for life. Real-time marketing automation creates a more responsive interaction with buyers, smoothing the way for the easiest possible buying journey. Here’s why a real-time approach matters to your buyers. Continue reading

Marketing Automation and the Psychology of Ice Cream

Marketing Automation and the Psychology of Ice Cream
Baskin-Robbins knows a lot about manufacturing ice cream. They know even more about marketing it; their “31 flavors” promise has kept the brand popular since 1953. That number sticks in customers’ memories, but the actual number of flavors the company has offered is considerably larger – more than 1,300 flavors, in fact.

With so many choices, then, why will you only find a couple dozen at your local parlor? Logistics and changing tastes are only part of the answer. A psychological quirk called analysis paralysis is the rest of the story, and it’s vital to understand it when putting marketing automation to work for you. Continue reading

Stepping Up to Responsive Marketing

customer journey

The old model of marketing was almost entirely a top-down phenomenon. Marketers decided what audiences wanted, sometimes with a little cursory market research, and then they pushed the product out to leads. Today’s B2B business scene is no longer just about how well you speak to your customers; it’s also about how well you listen. Continue reading

How Adept Are You at Adaptive Marketing?

adaptive marketing

The modern customer-driven experience can feel a little bit like building a bridge as your lead crosses it. You need split-second timing, thorough knowledge of the terrain, and a lot of confidence to promise your prospect that you’ll build the ideal customer experience around him or her at every step of the buying journey. Now, try doing it with every lead in real time.

That’s adaptive marketing, and it’s only possible when you optimize your marketing automation system. Continue reading

Mixing and Matching with Marketing Automation

integrating sales and marketing

Movies and popcorn, cookies and milk, the Beatles – some things are just plain better together than they are on their own. That’s true for marketing automation software and CRMs. Each can be a powerful tool on its own, but when they’re integrated into a central database, they truly empower your MARKETING AI® to deliver the utmost in customer care while giving you unparalleled insight into your audience. Continue reading

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