Nurture: Explore best practices for your maturity stage

Stage 1 | Experimental 

What it looks like: “We have a mediocre understanding of our customers’ various buyer journeys and we’re using a few analytics tools to track engagement. How can we get more out of this?”

• My company has identified the most-popular content we have, and we have a few channels that we know work well.
• We’ve already mapped out buyer journey paths to engage prospects.
• We’re tracking prospect data through analytics tools.

Best practices to implement: 

• Adding a CTA button to encourage immediate action (for example, ‘request a demo’, ‘speak with sales’, etc.).
• Building content tracks for top/mid/bottom funnel segments depending on buyer journey .
• Repurposing and recycling your most-popular content (for example, turn your webinar into a blog post, or your blog post into a social media image.).
• Leveraging QBR reports to understand sales readiness metrics. Don’t forget to optimize campaigns based on previous performance, too.
• Allowing visitors to choose the topic and type of content they want to engage with (and when).
• Testing, tweaking and optimizing campaigns based on performance.
• Integrate w/ your Marketing Automation Platform (MAP)
• Always-on campaigns for continuous lead flow
• Targeted prospect & customer emails, webinars & other virtual events with PathFactory Campaign Tools & VEX
• Lead scoring & nurture program workflow
• Implement skip logic

Stage 2 | Operational

What it looks like: “We do a great job nurturing and collecting data about our prospects, and we are seeing steady growth in our lead to conversion ratio. What’s next?”

• We have conducted a lead scoring exercise so we know where our most-valuable leads come from.
• We are seeing an increase in binge rate and time spent on our content for interested buyers.
• We can attribute revenue to our content marketing strategy.

Best practices to implement:

• Adding a CTA button to encourage immediate action (for example, ‘request a demo’, ‘speak with sales’, etc.).
• Building content tracks for top/mid/bottom funnel segments depending on buyer journey.
• Repurposing and recycling your most-popular content (for example, turn your webinar into a blog post, or your blog post into a social media image.).
• Leveraging QBR reports to understand sales readiness metrics. Don’t forget to optimize campaigns based on previous performance, too.
• Allowing visitors to choose the topic and type of content they want to engage with (and when).
• Testing, tweaking and optimizing campaigns based on performance.
• Adding CTA buttons to encourage immediate action (request a demo, speak with sales, etc.)

Stage 3 | Amplified

What it looks like: “Our nurture strategy is top of the line and already takes a multichannel approach. Our lead to conversion ratio is unbeatable; there’s nothing else we can do to improve here…right?”

• We’ve removed content gates in favor of AI-generated content tracks used to target both known and unknown visitors.
• We’ve well stocked our content pools and organized content so it can appear as personalized as possible.
• We continue to decrease our time to important success metrics like lead to conversion.

Best practices to implement: 

• Developing multiple content tracks for all major focus areas (for example, by industry, buyer, target account, etc.).
• Using microsites as part of an ABM nurture strategy for top tier accounts.
• Creating customer onboarding or adoption tracks.
• Accelerating campaign cadences for highly engaged visitors with smart and dynamic campaigns.
• Adding real-time sales notifications when a visitor meets the content engagement threshold (also known as a ‘fast-moving buyer alert’).
• Automatically reusing,  recycling, and reworking most popular assets into new assets with constant updates to nurture campaigns.

Contact your CSM to learn more about leveling up your Nurture programs and how PathFactory can help set you up for scalable success.