Have you introduced a marketing automation platform, created content and implemented initial nurturing processes, but are dissatisfied with the results? This is most likely due to the fact that your content and your nurturing processes are not fulfilling the task set.

Every content module, every touchpoint and every stage in the nurturing process must have a task and a goal!

Many nurturing processes do not deserve the name. Unfortunately, they often just send out a series of “advertising emails” in EGO posting mode. And without any relevance for the recipients addressed. As a result, most nurturing processes fail to achieve their desired goal. However, when designed with a strategy and implemented accordingly, they are a great lever for sales success.

The art lies in the right orchestration:

• Conception of the content modules (headline, structure, content, reader guidance) – each content module has a task and a measurable goal.
• Sales fast lane
• Landing pages and forms (progressive profiling)
• Nurturing e-mails
• Addressing in the performance measures
• Frequency of mailings
• We offer you support with
• Content audit
• Topic identification
• Content conception
• Editorial plan
• Content distribution
• Analysis of your nurturing processes
  • Lead Profiling / Customer Profiling
  • Benefit analysis
  • Customer journey analysis (marketing automation compliant)
  • Content promotion
  • Nurturing process design
  • Content modules
  • Sales fast lane / content fast lane
  • Lead scoring
    • Lead routing
    • Process level
  • Technical integration of the systems
  • Touchpoint optimization
  • Website optimization for marketing automation
  • LinkedIn: behavioral analysis / coaching / social selling / corporate ambassadors
  • Further target-oriented touchpoints: podcast, video, specialist portals, etc.

What are nurturing processes?

Targeted nurturing processes are the fine art and the “heart” of using MAPs (marketing automation platforms) or, as I more aptly call them, “pre-sales automation” platforms. Nurturing processes provide leads and existing customers with relevant content and content modules appropriate to their stage in the buying process or customer journey.

The aim and task of nurturing processes include

• Generate more leads
• Develop leads to sales maturity
• Reactivate existing customers to close new deals
• Build and expand profiles
• …

Nurturing processes can be used for various scenarios in marketing and sales:

• Lead nurturing for the development of leads to sales maturity
• Nurture processes for repeat, cross and up-selling
• B- and C-customer support
• Account-based marketing
• Bridging and supporting long phases in the purchasing process
• Prevention of customer churn

Functioning nurturing processes are based on detailed buyer persona profiles and a targeted analysis of the customer journey. Every nurturing process, the approach, the nurturing elements and content modules have a task and a goal. A nurturing process in B2B does not have the task of selling, but of developing, accompanying, guiding and also filtering interested parties or existing customers. The goal of development is usually sales maturity. Analogous to the “green banana effect”, a nurturing process develops a green banana (“raw lead”) into a yellow banana (sales-ready lead, reactivated existing customer).

The aspects and elements of successful nurturing:

• Map the customer journey of leads and existing customers in the nurturing process
• Approach: Promotion, topics and entry points into nurturing processes
• Content formats: Gated / ungated content, content modules, opt-in, content formats
• Relevance in the nurturing process
• Switches and junctions
• Touchpoints for nurturing promotion: website, ads, LinkedIn, events, specialist portals & co.
• Profile building
• Scoring
• Shortcut to sales: sales fast lane
• Frequency or waiting periods
• Alternative content and reminder loops
• Routing / handover to the sales department
• System integration (iPaaS technology) / data management

Over the last 10 years, we have set up and optimized hundreds of nurturing processes. Use this knowledge and experience to optimize your processes and increase your sales success.