Conclusion

An overnight success years in the making

Building the perfect nurture programme won’t be an overnight project. Instead, it’s about continuous improvement; forging long-term relationships built on trust, rather than seeking merely to accelerate immediate sales…

Broader view,
narrower focus

It follows then, that the key to successful nurture is taking a broader, longer-term view – the kind to which many brands aren’t necessarily accustomed. One that sits outside of quarterly revenue or campaign cycles to deliver, first and foremost, great customer experiences, and personalised, customisable, data-driven, relevant information and IP.

In short, the brand that wants its nurture to fly must:

Take a customer-focused approach. Understand its prospects, their needs, their pain points, the obstacles they face – and precisely how its offerings will help
Be data-driven. Build testing into its approach. Understand how each email, ad, and content asset is performing, and switch out those that aren’t working
Bring sales along on the journey. Ensure sales can feed into the approach and understand how to deploy their own tactics at the right time to maximise results

Want to learn more?
Find out how Twogether and INFUSEmedia can help you develop your nurture strategy.

Talk to us