Nurtures and always-ons
Passive programs should be generating 20% of your pipeline. If they aren’t, that’s an opportunity to implement what we call “always on” programs, a term we prefer over nurture, because it’s fully cross-channel. Whereas nurtures sound dated and like email in disguise, always on programs are what nurtures were always supposed to be. And the sort of cover your team needs to relax and plan. - Strategy - Design - Launch
Why aren’t nurtures driving 20% of your revenue?
The marketing automation revolution came and went and it was largely powered by people. Few companies built the sophisticated, multi-touch, dynamic campaigns we all dreamed of in the early 2000s. But now that moment is here.
Today, within your marketing automation platform, you do have the cross-channel ad platforms and automation systems needed to set up fully guided communication streams that feel useful and deliver value. This approach never stopped working. By the way: Professionals who feel pain and are motivated to buy want your insights. They’re just skeptical because everyone else’s insights were no good, and left them with loads of useless material to review. As Gartner often points out, 67% of buyers say buying has gotten harder.
Further, the fact that your prospects get more spam calls, texts, and emails actually helps you. You can stand out. If you’re offering truly valuable help across multiple channels, automatically in a way that feels human, you can drive one-fifth of your revenue passively.
