Long-Term Nurture: You’re Doing It Wrong

October 22, 2012 10:14 am 0 comments Views:

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*A portion of this blog post is republished with permission from SiriusDecisions, Inc. To read the full post, please visit: http://www.siriusdecisions.com/blog/long-term-nurture-youre-doing-it-wrong/

In most organizations, “long-term nurture” is either a meaningless phrase, or an out. I will illustrate my point by sharing a conversation I recently overheard at a marketing event:

Marketer 1: What do you do with your leads that don’t ever respond to offers in your targeted nurture programs?

Marketer 2: We put ′em in long-term nurture.

Marketer 1: What does that mean?

Marketer 2: It means we send them a random email every once in a while.

Marketer 1: How is that nurturing?

Marketer 2: It isn’t, but what else are we supposed to do? Also, it just sounds better to call it long-term nurture.

Get the point? I think most b-to-b marketers, if we’re being honest, must admit we’ve done or are doing something similar to Marketer 2.

Believe it or not, there’s another way to think about long-term nurture that leading marketers use to address common lead nurturing challenges and drive improved results. Here’s the deal….

*A portion of this blog post is republished with permission from SiriusDecisions, Inc. To read the full post, please visit: http://www.siriusdecisions.com/blog/long-term-nurture-youre-doing-it-wrong/

By Jay Gaines, from: http://www.siriusdecisions.com/blog/long-term-nurture-youre-doing-it-wrong/

Jay Gaines is Group Director, Demand, at SiriusDecisions. His experience includes team building and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, business development, product development and management, interactive marketing/advertising, inbound marketing and social media. Follow Jay on Twitter @izjay

 

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