Nurturing is about effectively influencing your buyer’s positive and negative perceptions about purchasing your products at the right times during the buying process.
You need to make sure that you have the right content for your buyers when the triggers for a solution to their business problem occurs.
You need to make sure that you provide the answers to the most common decision factors and handle common barriers to selecting your solution.
All of this communication needs to happen at just the right time and needs to be communicated to the right people.
Finally – you’ve got the right message, to the right people, at the right time – so what’s next? The right context. We know that today’s buyers are moving across channels and across devices, expecting a seamlessly integrated experience as they move towards a purchase decision and beyond.
We can agree that more often than not, the experience is broken largely due to siloed teams, strategies and processes. By considering a more holistic approach to your buyers’ journey and leveraging email, display search, web, video, mobile and direct mail, you can not only expect to drive more – and more accurate – attribution to pipeline and bottom-line revenue growth – you can also expect to achieve increased retention rates and customer lifetime value.
Identify which segments and at what buying stages additional nurturing is needed.
Identify enhancements to your nurture programs based on your segmentation strategy.
Identify the touch points that will be most effective by leveraging knowledge of the interactions that your most profitable customers have engaged with.
Ensure that all of your nurtures are working together effectively and that you’re not over or under communicating with your audience.