It can be hard to go from blasting email to identifying the ways your buyers engage, what stages they go through, and how to effectively prepare them to talk to a salesperson with nurturing campaigns. Even after doing this up front work, many marketers have a hard time executing because it can take an enormous effort to create the content necessary to fuel nurturing. It can take months to identify and create content that triggers off of popular downloads, demo offers, specific sections of your website or events common to your marketing mix.
It is important not to stop here, however. You can easily get bogged down in optimizing nurturing paths once you have them created vs. leveraging nurturing concepts in other areas of your company. Nurturing concepts, along with technology used to execute nurturing campaigns, can be applied to critical processes within your company—ultimately expanding the value that a marketing team can provide.
Here are two brief examples of using nurturing concepts in departments outside marketing:
Sales Initiated Nurturing
Salespeople hold on to a lot of knowledge. They also send a lot of nurturing email you don’t know about. The most successful salespeople get good at having prepared messages they reuse at specific stages in the buying process. Many will use tasks or reminders within their CRM system to let them know when to send these messages.
Here’s the bad part that hits your company’s bottom line: When that salesperson leaves your company, so does the knowledge of what nurturing works.
There are spots in the post-marketing buying process where things typically stall out or where the buyer exits because of a specific reason (budget, authority, timing as examples). What types of communication are your best salespeople using to re-engage people? Meet with your sales teams often. You’ll discover some content that makes you understand the buying process much better. There could also be some that makes you cringe. If you can create re-engagement communication that uses the tactics and content from your best salespeople, you can begin to replicate results across your sales team.
To automate this and send the right message at the right time, you have to make it easy for salespeople. That means giving them a place within their CRM system to initiate the timed nurturing communication based on their personal evaluation of the buyer. This is a lot easier than it sounds. You can integrate your CRM and marketing automation systems today in a way that puts nurturing paths at salespeople’s fingertips in custom fields. Once they choose the nurturing path and save the lead record, the right communication is launched via your marketing automation system—giving you the ability as a marketer to monitor its effectiveness, refine as needed in collaboration with salespeople and send them down a completely different nurturing path if you see new behavior.
For many organizations, customer onboarding can be an involved process. The interesting part is that those responsible for this within your organization likely do the same thing salespeople do—create communication that supports the buyer going through a process. While the type of communication often changes from persuasive to being more task oriented, the concept is the same. There is no reason you can’t create and refine onboarding communication for the different stages a buyer goes through to use your product successfully. If you can't find those within your organization that help your buyers do this better than others, then replicate and automate the general process. You can use this as a starting point to increase customer satisfaction.
If those responsible for onboarding new customers use your CRM system, this typically means creating nurturing paths using the contact or account status as a trigger. If they don’t, your marketing automation system should have robust enough APIs to let you queue off of a change in any system to launch the nurturing.
There are very few walls today when it comes to integrating system across your internal teams and leveraging the technology you have in place. Start experimenting with creating nurturing that touches buyers throughout all areas of their interaction with your company. Does this give you some ideas? What groups within your company could use automated nurturing and how could that change your potential for revenue?