Introduction

Nurture: time to be more ‘nurturing’?

Most brands understand the need to nurture prospects, and that doing so should – in theory – maximise returns on their marketing investment. But in practice – organisations are finding that their nurture approaches aren’t living up to expectations. Find out why, and how to do it better.

Digging into the detail

So why isn’t my nurture working? – Everything else still works.

That’s a question well worth asking if only because we have so many conversations on the subject of nurture (some of these with major global tech brands) that are so similar.

The client tells us it has a nurture track in place, but it’s not delivering anywhere near the desired results. So we dig into the detail. What do we find? Very often a strategy comprising 10 emails or so, none of which are tailored towards the different personas or requirements they’re seeking to address, and little else.

Done well, nurture can massively and measurably upweight your marketing results; give your leads all they need to warm to you, your solutions, and your brand.

Lead Nurturing (Marketo)

No wonder it’s not working…

Don’t wait, upweight

Nurture can massively and measurably upweight your marketing practices and results. Give your leads all they need to warm to you, your solutions, and your brand. Automatically pass them on to your Sales Development Representative (SDR) teams. And more. All helping take that prospect the last crucial mile that helps close business.

It drives more sales

Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost (Marketo).

It drives larger sales

Nurtured leads make 47% larger purchases than non-nurtured leads
(The Annuitas Group).

It drives improved performance

Email marketers rank automation campaigns among their top three tactics for improving performance (HubSpot).

That’s why Twogether and INFUSE have decided to collaborate on this eBook.

We both, after all, have enviable track records in
helping global tech brands build out and refine their
nurture strategies.

Learn more about us here