How Nurture Marketing Brings the Human Element Into Sales


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The business enterprise has two–and only two-basic functions: marketing and innovation

Long ago Peter Drucker, the father of business consulting, made a very profound observation that has been lost in the sands of time and one we believe:

“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Nurture-Marketing-CRMMarketing is often thought of as a fire-and-forget practice: create a campaign, reach as many people as possible, and expect a return. However, given the nature of the online world as well as the importance of social networks and relationships to business, the actual practice is far less impersonal and far more proactive. A small to medium size business benefits immeasurably for nurture marketing, which seeks to build a healthy, sustained, reciprocal relationship with a potential customer base.

The concept began with Jim Cecil, who consulted Microsoft two decades ago with the idea of redefining marketing around the ideas of loyalty and respect. Ultimately a customer base responds to a company that presents itself as having sustained value and interest towards its customers, offers them a respectful, personable, and meaningful relationship, and engages the customer with honesty and ethics.

Nurture marketing entails reaching out to a customer base in the form of email, direct mail, social media, or other targeted methods of communication, giving them the information that they need about your business, and maintaining a growing relationship with them. 10 small business tools for lead nurturing….

A company must nurture its prospects, its customers, and those who offer referrals. Having an integrated business with a CRM system helps to capture and share knowledge. The prospects must be educated on the business purpose and the value that it can potentially provide them, as well as be given everything needed to establish the credibility of the business. The customers must be kept informed with up-to-date status on the company and how it is successful in serving the customer’s needs and how it is maintaining its promises that are meant to earn the customer’s loyalty. The referrers must also be kept up to date about the status of the company, shown that their referrals are generating worthwhile results, and made to feel like they are contributing to a culture of success.

As your e-marketing campaign progresses help your sales team be more productive with a hot-warm calling list from your integrated CRM system.


Contact us to learn about how to establish successful, healthy, human marketing relationships and about the tools that will help you achieve this goal.

Republished with author's permission from original post.

Dick Wooden
CRM specialist to help you get the answers you need with sales, service, and marketing CRM software. I help mid-sized businesses select, implement and optimize CRM so that it works the way their business needs to work. My firm is focused on client success with remarkable customer experience, effective marketing and profitable sales using CRM strategy and tools.


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