Boost Engagement with Our Customer Nurture Campaign for Entertainment

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[Music] welcome to b2b marketing and more with your host Pam dinner as the leading marketing and sales enablement strategist keynote speaker and author camp created this podcast to share a professional experience and insights and to help you be a better b2b marketer never miss an episode by subscribing on Apple podcasts now let's get started hi everyone a big hello from Portland Oregon so a couple weeks ago I did an a hour long workshop for a new client of mine and the CEO of the company Sarah is an incredibly savvy marketer in the b2c segments anything about marketing a luxury brand man she is on top of it one of her key initiative in 2020 is to work and enable her sales organization so in this workshop we identify sales stages map content from marketing to sales created a series of email campaigns to help outside sales to engage with prospects which is our SQL sales qualified leaves we also created a drip campaign to continue engagement with the prospect after events they do quite a bit of events so after the workshops she asked me hey what is the difference between a drip and the nurture campaigns well here is how I explained to her both drip and nurture campaign to use a series of marketing communication channels mostly email or a combination of email and phone calls to reach out to prospects drip focuses on presenting buyers information so that they become familiar with your brands and the products the email Siri is more top of the funnel focused the message is more general intended for a broader audience a great example I use is that the person that's calling Joe comes to a pet foo ecommerce site and signed up for newsletter a drip campaign may start with the first email to welcome Joel with a 25% Koopa then a week later the second email is to share tips and tricks to quickly find relevant pet food on the website then a couple days later the third email is to invite Joe to the exclusive Facebook community and this is a very typical drip campaign right targeting the first timers on your website to get to know your site and the community better nurturing on the other hand and at further engaging with your existing customers and a prospect that have already shown interest in purchasing you can create a series of emails and other marketing activities based on their previous action or interactions and their places in the buying cycle right seems you know them better they are likely to be in the middle and the bottom of the purchase funnel and you can customize your email based on specific segments various attribution such as the buying behavior accounting consumption and Ally information you may have about them using the same subscriber Joe as in the drip example Joel obviously joined the Facebook community and from pictures he posted you found out that he owns chucat of a certain breed you also know that he has been on the website to buy certain types of cat food your nurturing email may include suggestions for other types of cat poo toys and the other cat care information which he may find interesting so during my workshop I told Sarah that many people use these terms interchangeably the biggest thing is really not about knowing the differences between the two terms the key is to create relevant drip and nurture communications that your audience finds relevant and useful without being Scelzi and the creepy and that's very hard to do it right it takes a be testing data analytics clean data clean customer data that is and a solid writing skill to tie everything together after the workshop one of the biggest action items is to rework rework the company's trip and the Nutri campaigns you know what to do it right it is a lot of work but I love working with the team to create the workflows and a series of emails that facilitates the customer journey so if you have great drip or nurture campaigns I love to hear from you if you can share with me alright again subscribe to my itunes podcast and share your challenges with me I love to hear from you if you happen to be on YouTube please check out and subscribe to my youtube channel I publish one video again about b2b marketing every single week alright again if I can provide any help you know where to reach me have an awesome day [Music] if you enjoyed this podcast please share it with your colleagues and leave a review on Apple podcasts [Music] you