Learn Nurture Marketing


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Nurture marketing is a technique for building multistage campaigns that interact with customers across multiple touch points. Nurture campaigns progressively move prospects through a process, via content, that maps to the prospects unique buying cycle.  Leads mature from awareness to a sales ready stage through an automated system.

Nurture marketing is typically applied to the pre-sales process as a multi-step communication between a potential prospect and a company. By nurturing leads, companies can

Increase revenue by maintaining relationships with potential customers who are not yet ready to buy in the short-term

Increase sales rep productivity by reducing the time sales reps spend educating customer prospects

Educate and influence potential customers about products and solutions

Establish a brand reputation as a trusted advisor and valuable source of thought leadership

    In the recently published Gleansight on Lead Nurturing, only 37% of Top Performers indicated securing executive buy-in for nurture marketing initiatives was a challenge.  On the other hand, Everyone Else (87%) cited executive level buy-in is a top challenge.  There is still a huge population of B2B business leaders who haven’t quite bought into the idea of nurture marketing.  You know who you are.

    Top Performers estimated lead nurturing techniques generated a 45% higher close rate within 6 months, with no incremental lift in marketing spend.   While advanced techniques like lead prioritization, lead scoring, and behavioral analytics make lead nurturing more impactful, basic email marketing drip campaigns can also suffice.  In fact, 60% of Top Performers indicated they utilized drip-marketing techniques (most with segmentation) to keep in touch with prospects.   Chances are, 99% of organizations already have the tools to implement nurture marketing.

    There are lots of companies that are generating incredible lift in revenue with nurture marketing; which will become a competitive parity for B2B marketers.  Until then, Top Performers will continue to steal market share from Everyone Else through lead nurturing and other nurture marketing tactics.

    Discussion: What’s stopping your organization from implementing nurture marketing?

    Republished with author's permission from original post.

    Ian Michiels
    Ian Michiels is a Principal & CEO at Gleanster Research, a globally known IT Market Research firm covering marketing, sales, voice of the customer, and BI. Michiels is a seasoned analyst, consultant, and speaker responsible for over 350 published analyst reports. He maintains ongoing relationships with hundreds of software executives each year and surveys tens of thousands of industry professionals to keep a finger on the pulse of the market. Michiels has also worked with some of the world's biggest brands including Nike, Sears Holdings, Wells Fargo, Franklin Templeton, and Ceasars.


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