Nurture is very simple word that means to supply with nourishment. Today, lead nurturing is immensely popular with marketers because it is a simple yet extremely powerful marketing automation solution. Lead nurturing can be compared to a garden that will produce a good harvest only if tended well. Similarly it is not enough to just generate leads, it is important to nurture them to be converted into customers.
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Marketing automation is an approach that automates the management of timing, target and content of outbound marketing messages. Effective marketing automation is made possible when timely and appropriate outbound messages are delivered in response to prospects’ online behavior. This is also the very essence of lead nurturing. However, with the ever-increasing bargaining power of customers, effective lead management and nurturing also require understanding and responding to a prospect’s position in the buying cycle.
Email marketing is faraway from dead, regardless of what the so called experts say. In reality modern-day software applications are putting the ability of Fortune 500 companies within the hands of Main Street businesses - leveling the playing field at last.
You have challenges to make sure, which include creating and maintaining an opt-in list - which means you won't jeopardize your organization's respectable name plus your established goodwill within the marketplace. Delivering the message you need to the people you desire to receive it - in all probability a unique offer for individuals renewing their service contracts that's only there for people beyond the very first year after purchase. And correctly managing responses so the proper actions are triggered automatically!
Advertising and marketing automation is a common method of employing contemporary information technologies resources and web to automate the marketing approach. Advertising preparing, budgeting, interaction and management can all be automated to a excellent diploma. Automating the marketing and advertising processes can enhance productivity by generating routine processes out of an or else extended and tiresome manual process, and add much more possibilities to the blend, as properly. Automating your buyer marketing and advertising strategies can have a severe constructive affect on your consumer base, and support you deal with your time significantly much more efficiently.
Properly advertising to new customers and existing clients are each critical to the longevity of your company. Customers are more interested in discovering the data they need swiftly and effectively, and are not prepared to waste time waiting for a response. Successful advertising automation instruments can react to buyers instantly, offering them precisely what they're searching for to pique their curiosity right up until they can get to a reside particular person.
Service businesses, especially companies in the Energy Sector, Are looking outside their usual stomping grounds for new customers…
Perhaps the volatility of the energy markets is driving them to seek new lands offering better stability and security. Perhaps the possibility of positioning their businesses in markets with little, or no, competition has many companies looking at around for bigger and better opportunities. Whatever the reason, there is a growing trend among energy service providers to seek opportunities globally.
B2B marketing automation, if done right, is an efficient and cost-effective tactic for engaging your prospects and helping them move forward in their buying process; ultimately generating more of the qualified, sales-ready leads that your salespeople and channel partners need to meet your company’s sales, revenue and growth goals.
The bad news is that when it comes to implementing marketing automation for generating, nurturing and qualifying leads, many B2B marketers are daunted by the perceived complexity.
The good news? Putting marketing automation to work doesn’t have to be an overwhelming effort. You can start simply, building the sophistication of your marketing automation campaigns as you go.
I call it the Crawl, Walk, Run, Win Approach to Putting Marketing Automation to Work.
You can file this under “things so obvious that it feels stupid to even mention them”, but it’s still an important difference. In setting up a consumer marketing system, the primary discussion is always around where the data will come from and how it will be managed. This accounts for most of the work and most of the cost. By very sharp contrast, B2B marketers rely primarily on their CRM system (that is, Salesforce.com or a competitor) as the primary data source, and complement that with information captured directly by the marketing automation systems’ own landing pages and Web tracking tags. The CRM integration can be set up in days, if not minutes, and next to no time is spent worrying about the marketing database design or update processes.
Marketing Automation has matured from a stand-alone "blasting" solution to a truly integrated communication medium. Many companies have been using stand alone-email blasting solutions for some time and are beginning to realize that the value of email marketing is dramatically improved when used in a "Nurture Marketing" fashion.
NGR has built a powerful yet easy to use solution the NGRPulse for B2B marketers that puts the power of nurture marketing in their hands in a manner that allows even the novice marketer to be successful. NGRPulse supports a variety of email marketing requirements from the most basic bulk email to the most advanced nurture marketing campaigns. Our pricing structure allows for companies large and small to take advantage of the same enterprise-level feature set that has historically been reserved for only the largest companies.
As customer travel expenditure starts to slowly bounce back, travel marketers are moving more of their advertising funds toward interactive channels like email marketing so as to maximize ROI and interact travelers carefully researching for those best deals. Because of this, NGR, the world's only provider of both email marketing and marketing automation solutions particularly tailor-made to the unique needs of B2C and B2B marketers, has helped new and existing tourism clients expand their programs and much more effectively engage with their audiences.
Not all prospects are 'ready to buy'. However, these prospects have to be kept engaged, if you want them to ultimately buy your product. And keeping them engaged is all about conveying the right messages at the right time, to make them choose you. And this is what 'lead nurturing' is all about. From the time you identify a prospect, till the time they are convinced that your product is what they need, you have to keep their attention with a series of time-appropriate messages.
Often, in marketing, inappropriate or untimely communication may lead to a leaky sales funnel, which can increase your customer acquisition costs, and make your marketing efforts ineffective. And this is why mature marketing processes try to plug these gaps with suitable lead nurturing programs. While this is easier said than done, with marketing automation entering the arena, lead nurturing programs have become much simpler to design and launch. However, rolling out an effective lead nurturing program still rests in your hands, because you need to employ the right channels, send out the right messages at the right time.
For years marketers have taken prescribed actions immediately upon observing particular triggers, in most cases some form of customer engagement sort of a phone call, purchase or direct mail inquiry. Of course, before the general public introduction of the internet these kind of automatically approved activities took some time to reach the customer often weeks or more as we were conditioned to “permit 6-8 weeks for delivery” of our rebates, rewards and perhaps particular products and services. Today we're much less patient as customers and are demanding that even our small, local businesses react to our demands immediately.
A business cannot live by one outbound communication per year. Chances are good you have probably wondered about your own communications strategy. Are you communicating enough?
Think about how many times during the year/quarter/month a customer needs you, or your products or services, and let that be your guide to determining how often to reach out and touch your audience. Think of this number as a minimum, then build from there.
Your business could be a marketing consulting firm, a software company, a nonprofit, an educational institution, a car dealership, a florist, a restaurant, a vineyard, a rock and roll band--you name it! Success and profitability is all about creating loyal customers (e.g. clients, users, donors, buyers, diners, drinkers, and fans) and driving interest, repeat business, and referrals.
Since it is roughly six to 12 times less expensive to sell to an existing customer than it is to acquire a new one, the value of customer loyalty and repeat business is just too compelling to ignore.
The complex B2B sale has some unique characteristics: higher average value, longer sales cycles, and a number of participants in the purchase process. And it is increasing in complexity. Buyer behaviour in B2B has changed dramatically in the past 5 years as the internet redefines how companies buy goods and services. Buyers are doing most of their initial research online before initiating conversations with vendors and are better informed at an earlier stage. Buyers are also more difficult to reach because of the increasing volume of electronic communications they receive. Traditional marketing and sales techniques are less effective for these reasons. We're moving from a focus on 'outbound' techniques like press advertising, mail shots and cold calling, to 'inbound' techniques based on websites, online ‘pay-per-click’ advertising and ‘content-based’ marketing. The changes present a threat to companies who don't adapt quickly to the new environment, but they offer a huge opportunity for those who learn how to use their online presence to generate demand effectively. The real promise of the new era of marketing and sales is the ability to use automated, repeatable processes to scale up the generation of high-quality sales leads - what we call 'demand generation' – leading to corresponding increases in sales conversions and revenue.
In the present stressful work environment, vacation trips are usually pushed off merely because people don’t have the time to devise a holiday and mistakenly believe that a travel agent is simply too expensive. While using the help of effective email marketing software, you can offer holiday possibilities and proposals to a large database without breaking your marketing budget. Email newsletters and reminder emails can ignite the imagination of thousands of possible clients and demonstrate how useful and essential your services are.
Email newsletters can deal with a wide range of different ideas rapidly, thereby attracting a much broader audience than a more targeted and inflexible marketing campaign. In the newsletter, you'll be able to discuss affordable family holidays and discount last minute getaways as well as highlight luxury destinations, thus reaching clients of all economic levels. Additionally, you'll be able to use the newsletter to give travel tips and engaging stories, making the newsletter a pleasure to read to ensure that your communications are not only sought for within the barrage of emails but also passed directly to others.
A client recently requested me for a quick example of ways I implement marketing automation with a representative example, or case study. Here's a version of my submission to his compilation…
Over time I've enjoyed designing, deploying, measuring and improving numerous automated marketing initiatives for brands and businesses of all sizes. Due to this fact, I’ve begun to frame these initiatives in a number of simple strategies, allowing me to quickly develop automated marketing campaigns to develop customer-brand relationships and drive revenue. These automated campaigns form a baseline of activity personalized for every customer to drive revenue each and every day, automatically and without manual intervention or having to “reinvent the wheel” with ad hoc campaigns season after season. Here's the general framework for the marketing automation designer.
Marketing Automation is one of the fastest growing segments in the CRM market. It wasn't that long ago that people weren't even sure what marketing automation was or how it functioned. Now, marketing teams are aggresively seeking out these systems. Clearly, the marketing automation industry has a strong tailwind at its back. But where is it coming from?
The B2B sales environment has changed drastically. Sales professionals are finding that it is increasingly challenging to reach potential prospects, and they are changing their business tactics in order to cope. At our software development company, NGR Technosys, we have experienced this first-hand through our phone calls with the thousands of software buyers we interact with each day. There are several specific trends that are changing the way buyers purchase, making marketing automation an essential addition to any organization.
iPhones, iPads, Android machines, Tablet PCs, Facebook, Twitter, eMail… you seem to be busier than ever just trying to catch up with the thousands of things going on at the same time.
Direct contact with your customers and prospects, like talking face to face, picking the phone to talk to them is getting lesser by the day.
And it is getting more and more important to stay in touch with your customers, prospects… not only stay in touch, but stay at the top of their minds.
Sure you can’t visit them frequenty… too time consuming, and too expensive…
But there is a simple solution to this problem, and it helps you to stay in touch, and stay on top of their minds.
There are a many advantages of Email Marketing over advertising in magazines. I am listing a few of them here for you to review and decide for yourself. Let me know if you agree with them or not.
How do you show your potential subscribers the value of your products? Do you keep in touch with them throughout their buying cycle in a way that is both scalable and customized? Static web pages no longer work. Batch-and-blast emails treat everyone the same, unless you hire a team to parse out industry segments and content clicks. But a wide variety of platforms let you automate your marketing based on profile fields and activities.