Did you know that companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost? (Forrester Research).

Sometimes as marketers, our vision gets blurry or even clouded. There’s so much going on in our daily grind that we sometimes lose focus of our end goal. This is more apparent in a recent survey by SiriusDecisions where they found that only 8% of organizations were using marketing automation to nurture their existing customers.

It’s common to put the majority of your effort and resources on targeting new customers. But what about the existing customers you already have – are you marketing to them? Or are you, but in the same way that you market to your prospects? If so, you’re missing out on a huge opportunity to grow your business even more by nurturing your existing customers and creating revenue through upsells and renewals. You can also create advocates for your company by nurturing your relationship with your customers which can create referral revenue.

Nurturing Guidelines:

• Clarify whom you want to TARGET: segment a very focused target, such as customers who purchased product A, to upsell them product B; group prospects based on interest identified in their contact record and digital body language (online activities)
• Clarify the PROBLEM your target has that you can solve: What are their pains? What keeps them up at night? What do they need help resolving?
• Clarify your OFFER that will solve the problem you’ve identified.
• Clarify what makes you UNIQUE in how you solve that problem.

For step-by-step instructions on how to implement a Nurture Campaign in your marketing automation tool, contact us. We have experience helping many marketers start and optimize their nurturing efforts with DEFINITIVE results using our 7-step process. We’d love to help you too!