Transform Your Business with Our Customer Nurture Campaign Solution

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Thank you so much for tuning in to B2B Marketing and More with me! This is a place I want to help you to become a better B2B marketer. I share templates, know-how, to help you think strategically, to do your job better. Hopefully by doing that you can climb the corporate ladder faster. For today I want to talk about the differences between drip and a nurture campaigns. Can you use these two terms interchangeably? And the importance of creating the workflow. Before I do that, there's a quick short story I want to share with you. I was hired to do a workshop by a new client of mine and the whole marketing organization are tasked to support their sales force starting in 2020. So they hired me to do a workshop, it's a educational workshop to share with them how they can work with their sales team. So we talk about content mapping between sales and marketing content, we talk about how to create nurturing campaigns. If the leads are rejected by sales and what the nurturing campaigns will look like based on the causes of rejection. And the whole workshop was supposed to be about education, it's a educational workshop but in the middle of it we turned it into a working session. So I pretty much had to improvise and work with them to actually create kinda like a workflow. We're working through some of the key workflow for nurturing campaigns. Seriously, for the prospects that are rejected by the sales team. And then at the end of the workshop, Sara was like, this is great but hey, you know what Pam? I know that we've been using drip and nurturing, these two terms, can you tell me if there are any differences between these two words? On top of it do we need to tell the definition to the sales team and educate them so they can use the terms correctly? You know that's actually a great question. Many people use drip and nurture interchangeably. And I told Sara, you know you don't really need to educate your sales team, whatever they use, you kind of know what they mean anyway. However, within a marketing team, is important to actually know the difference but within a marketing organization, it's probably good to know the differences between the two teams and this is what I shared with Sara. For drip specifically its really about presenting buyers information so they can get familiar with your brands and your product. So it's really more focused on the top of the funnel, the drip campaign tends to be a whole lot more general and targeted for broader audience. And the example I shared with Sara was, let's pick a guy and his name is Joe and he comes to my pet food E-commerce site and signed up for a newsletter and because he signed up for a newsletter within like 20 minutes, I immediately send out a welcome email basically welcoming him to come to my website and sign up for newsletter and here is a 25% coupon, he can buy anything for 25%. Then five to seven days later, I send out a email and I say, Hey don't forget my E-commerce site, come back anytime, by the way here's some of the tips and tricks that you can use to find relevant information about pet food. So that's a second email. And then several days later than that, I send him an invitation, an invitation to actually join my exclusive Facebook community. Right, that's actually a very typical drip campaigns. It's very general and a target for the first time subscriber or the first timer. Nurturing on the other hand really aims at the existing customers or prospects, that's already inside of the purchasing cycle or they are already fully familiar with your products. So it's more kind of like in the middle of the purchase funnel and also the bottom of it. So let's use Joe as an example again. Now he joined the Facebook community and you notice that he posted two or three photos of his two cats. Now you know he has two cats of a certain type of breed and with that kind of information you can start doing nurturing. You want to send out an email that's very much targeted and personalize it to actually tell him what kind of pet food that he probably should buy for that specific breed or what kind of pet care that he needs to know to take care of the cats of that kind of breed. So it's more personalized, more targeted, more segmented and it's about nurturing the person so he can come back to your website, either buy more products or keep the products and your brands, top of their minds. So that's the difference between the drip and the nurturing campaigns. And I told Sara many people use these two terms interchangeably, as long as you know what they do and that's what matters. But the key thing is, it's not about knowing the differences between the two terms. The most important thing is you actually spend time and effort to get to know your audiences, your customers, understand how they interact with you. So when you create a workflow or the nurturing campaigns that you actually select the content and pick the offering that's most relevant to them at the stages of their purchase journey. That's actually hard to do it right to be honest with you. I'm still working and tweaking my own drip and nurturing campaigns, even as of today. I love working with my clients doing that, it's so much fun while struggling and frustrating at the same time because you have to sift through a lot of data and there's a lot of debates going back and forth with your clients on top of it. You know you have to go through certain kind of content audit to understand what kind of content you can actually use for that kind of marketing automation of nurturing campaigns communication. It's a lot of work but also if you do it right it's incredibly rewarding. So that's it for today. The topic that is about the differences between the drip and the nurturing campaigns. I hope you'll find the content useful, if you like it subscribe below and share your comments and if you have any specific questions, you can reach out to me anytime, pam@pamdidner.com, love to hear from you. All right, so that's it for today, I will see you next week.