Two more examples of how nurture marketing works


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This happens far more often than I write about, but it’s the individual anecdotes that I often find are most powerful in driving home how important and how powerful nurture marketing is.

What “nurture marketing” looks like can vary widely. It includes complicated campaigns administered by a marketing automation platform, as well as more casual touch bases via social channels. But the fundamentals are the same – stay in touch, build & deliver value, invest in relationships well before you need them.

Prospects, prospective employers, partners, the list goes on. Nurture marketing can drive value throughout your organization.

Two quick new examples worth sharing here.

Three years ago I briefed a local consulting firm in Seattle about who we are and what we do. One of the partners was particularly interested and mentioned he may have clients that could use our help.

That was three years ago. Last week, he called with a specific opportunity that he himself had been nurturing for us. He’s known for months that one of his clients needs sales pipeline development help, but also knew they weren’t ready to engage with someone like us. So he nurtured the opportunity himself until the CEO was ready to meet.

Another prospect called last week out of the blue, someone we had a proposal in front of two years ago. The opportunity stalled due to some internal organizational changes, but we stayed in touch.

Two years later, same company & decision maker is ready to go.

Sometimes deals take weeks or months to mature. Sometimes they take years. But even if it’s 2-3 years later, the money’s still good.

Quick bonus story. I’m speaking at a sales kick-off for a new client next month. In an introductory call earlier this week with the VPs of both marketing & sales, the VP of marketing told me “check your CRM, you’ll see I’ve pretty much downloaded everything you offer over the past few months.”

Nurture can be active or passive. It can also happen without you knowing anything about it, if your strategy, systems and process support it.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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