Is your Lead Nurturing Campaign delivering?

94% of marketers believe that nurturing is an important part of their strategy yet…

…75% believe there is room for optimisation.

Of course there is, there’s always room for improvement, but where do you start?

The main challenge here is understanding what’s working and what’s not working. Oracle Marketing Cloud customers have a range of powerful reporting functions available to them to uncover what’s working and what’s not. However, let’s take a few steps backwards first before we move forward.

Who are you nurturing?

We need to make an assumption here, is the nurturing campaign we’re talking about a “Lead” nurturing campaign? What is a “Lead”?

At what point do people enter this nurturing campaign? Is it because they’ve been in a sales process and they’ve fallen out of the sales funnel i.e. an opportunity status of “Closed – Lost”? Or, are these prospects at the very top of the funnel and they don’t even know who you are or what you do? i.e. you’re educating them around business problems and how to solve those problems generally with your products and/or services?

What about the Sales team?

When marketing set out to design and build your nurturing campaign, was sales included in that conversation? Nurturing campaigns should largely be an extension of the discussion a sales person has with the prospect.

As a minimum, they should be personalised – from the salesperson to the prospect. They help to foster a relationship between the prospect and the salesperson and in turn, your company. People buy from people at the end of the day.

You need a Marketing Automation platform to deliver your nurturing campaigns

To try and execute a nurturing campaign without a marketing automation platform like Oracle Marketing Cloud, you may as well wink at someone in the dark. You need to be able to respond to people’s digital body language to ensure that what you’re delivering is relevant, on the mark and on message.

You need to understand the basics, are people opening your emails, are they clicking through to offers and are they submitting forms to access your various offers?

Without a marketing automation platform, your nurturing campaigns will be less effective and almost impossible to gauge any ROI.

If the details below resonate with you, please contact us today and we’ll have a chat.

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