Many B2B marketers will tell you they have a nurturing program. If you ask them what benefits they hope to gain, they`ll likely talk about the goals for the program in relation to the number of sales opportunity conversions or revenues produced from marketing-driven customer acquisition.
Those are great goals, of course, and ones we need to realize for our companies, but we also need to think about the other benefits our companies can derive from consistent and relevant nurturing programs that help to produce those big payoffs.
In no particular order, here are 27 benefits that came to me off the top:
1. Interest/Pain identification
2. Increased credibility (propensity to opt in)
3. Thought leadership recognition (higher trust)
4. Buying path (stage) definition
5. Segmentation opportunities
6. Market awareness
7. Strengthened company positioning
8. Interactive online dialogues
9. Conversation generation (online and off)
10. Idea transference
11. Ongoing storyline engagement
12. Prospect intelligence beyond demographics
13. Identification of industry trends
14. Peer-to-peer referrals (here`s a link to...)
15. Longer reach (unlimited distribution potential)
16. Greater depth (reach influencers beyond decision makers)
17. Marketing and sales alignment
18. Seamless sales enablement
19. Customer retention
20. Increased customer lifetime value
21. Cross-sell and Up-sell potential
22. Increased customer satisfaction
23. Inclusion in closed-door conversations (when you`re not there)
24. Agile response to market shifts
25. Consistency in relevance and value delivery
26. Acceleration in growth of pipeline
27. Shorter time to revenue
Source:
http://marketinginteractions.typepad.com/marketing_interactions/2009/11/27-benef
Those are great goals, of course, and ones we need to realize for our companies, but we also need to think about the other benefits our companies can derive from consistent and relevant nurturing programs that help to produce those big payoffs.
In no particular order, here are 27 benefits that came to me off the top:
1. Interest/Pain identification
2. Increased credibility (propensity to opt in)
3. Thought leadership recognition (higher trust)
4. Buying path (stage) definition
5. Segmentation opportunities
6. Market awareness
7. Strengthened company positioning
8. Interactive online dialogues
9. Conversation generation (online and off)
10. Idea transference
11. Ongoing storyline engagement
12. Prospect intelligence beyond demographics
13. Identification of industry trends
14. Peer-to-peer referrals (here`s a link to...)
15. Longer reach (unlimited distribution potential)
16. Greater depth (reach influencers beyond decision makers)
17. Marketing and sales alignment
18. Seamless sales enablement
19. Customer retention
20. Increased customer lifetime value
21. Cross-sell and Up-sell potential
22. Increased customer satisfaction
23. Inclusion in closed-door conversations (when you`re not there)
24. Agile response to market shifts
25. Consistency in relevance and value delivery
26. Acceleration in growth of pipeline
27. Shorter time to revenue
Source:
http://marketinginteractions.typepad.com/marketing_interactions/2009/11/27-benef