Nurture Marketing
Thomas J. Barczak
InSource Solutions
tbarczak@insourcess.com
Current Marketing Activities
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Newsletters
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Direct Mail
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On-Line Weekly Webinars
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Seminars
• Mass Appeal
• Targeted Topics
• Major / Minor
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User Conference(s)
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Telemarketing
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Websites
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Reference Stories
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One to One Correspondence . . . . . . . .
The Relentless Pursuit of Low-Hanging
Learning to Cherish
Your Customers,
Prospects and
Suspects Through
Nurture Marketing
What is Nurture Marketing at
InSource Solutions?
A Process, automated through SalesLogix
CRM,causing the right people to
communicate the right messages to the
right people at the right time every time
Case Study: Major Software Developer
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This major software developer sells most of
their software products through an international
group of 1000s of channel partners. In order to
create top of mind awareness in this highly
competitive environment this major software
developer utilizes Nurture to stay in touch with
their partners
Why Nurture
• nurture \ nur’chur \ - vt
1: to supply with vital nourishment 2: to
patiently educate 3: to faithfully further
and foster the development of.
4: to intentionally and consistently cause
someone to feel special
5: syn: see cherish.
Step 1 - Know your Customer
• Identify and profile your best customers
• What makes them your best customer
• Identify the customer segments most likely to
value your products or services
• Conduct segmentation analysis to target
suspects & prospects
Step 1 - Profile Customers & Suspects
• Customer - Doing business with today or within
the last six to twelve months
• Suspect – A potential customer that you believe
has a need for your product or service that you
have not made contact or the contact was
incidental.
Step 1 – Profile Your Prospect
• A potential customer that has given you reason
to believe that they wish to be your customer
• The role of your sales team is to convert the
prospect to a customer using your unique sales
methodology
Step 2 - Nurture Works For
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Complex sales
Multi-level sales
Long sales cycle
Large sales
Nurture does not work for:
– “Scatter Bomb” sales
– Retail sales (except High End products)
– Simple sales (snow cones)
Step 3 - The Nurture Culture
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Corporate Mandate
Nurture your people
Encourage your entire company
Develop new nurture approaches
The Nurture Philosophy
• Nurture is:
– Knowing your customers
– Knowing yourself (Your companies products and
services)
– Deposits before withdrawals from your customers or
suspects; the emotional bank account
– Purposeful targeting of suspects and clients
– A strategy to create Top of Mind Awareness
– A strategy to Fills the Gaps
– A proactive demonstration of your business style
– Defending your spot against competitive attacks
Step 4 - Know Yourself
• Articulate your business values
• What products and services do you sell?
• How are your products used by your best
customers?
• What is unique about your company or the
products and services they sell?
Step 5 – The Emotional Bank Account
• Deposits before withdrawals
• Make 4 deposits before you ask for a
withdrawal
• Nurture involves making deposits and
withdrawals but only when there are sufficient
funds in the account to justify the withdrawal
• “How you sell is how you serve”
• Reciprocity – Get something in return
Step 5 – The Emotional Bank Account
• Nurture Deposits include:
– Introducing yourself and asking permission to stay in touch with
your target audience
– Thanking a customer
– Gifts
– Information to solve their problems, no strings attached for their
benefit
– Intelligent way to make a point
– Reciprocity “What goes around comes around”
– Helping them succeed
Step 5 – The Emotional Bank Account
• Withdrawals include:
– Asking for the sale
– Asking the client for a favor
– Asking the client for space on their desk
• Classical Problems:
– Sales people are not trained to give without expecting something
in return
– Customers ask, what’s in it for you?
• Overcoming the Problems
– Orchestrate the contacts
– Train sales on the benefits of giving
Step 6 - Purposeful Targeting
• Drip Irrigation (Marketing) through Action
Planning
– High value contacts through personal and
personalized mailings that your clients will remember
– Full of nutrients that show that you understand their
business and their pain points
– Lumpy Metaphors to get your messages opened and
read
– Regular messages, on a regular basis, that your
customers, prospects, and suspects will anticipate
– Who doesn't want to get nurtured…it’s human nature!
• DripIrrigation
• Never
• DripIrritation
© Jam es P . C ecil C om pan y, In c.2002
Purposeful Targeting:
The Importance of Metaphors
• To get your messages opened and read
• Keep your message in front of your prospect,
professionally, intelligently and persistently
yielding top of mind awareness
• “Repetition is the Mother of Top of Mind” David
Ogilvy
• View your product or service as positive
• Forgives the trick (Sign the check….)
• Makes your reader smarter
• Curiosity and Involvement
Action Plan
• Series of personalized letters
• Orchestrated through Sage SalesLogix
• Supported by Metaphors
• Supported by Meaningful Gifts
InSource Solutions
Nurture Action Plan #1 Goal
• To become the manufacturing intelligence
executives opinion leader on achieving
operational synergy and efficiency
Nurture Action Plan #1
Overview
• Target: Operations and Plant Management
• Purpose: Identify, Individualize and Interact with
Management Level Operations Execs
– Fill & cultivate pipeline
– Identify early adopters & True Believers
– Build Awareness of InSource Solutions and Manufacturing
Intelligence Group
– Establish position & differentiate InSource Solutions
– Drive Proactive Sales
Nurture Action Plan #1
Overview
• Key Client Issues
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Decreasing Manufacturing Operating Downtime
Increasing Production Overall Equipment Effectiveness
Increasing Product Output Quality
Integrating manufacturing systems to business systems
Providing executive dashboards to run their business
Nurture Action Plan #1
• Strategy
– Identify, Interact & influence key manufacturing
decision makers
– Guide InSource Solutions in communicating with
them in a way that will prime the pump without
eroding Account Executives efforts
– Leverage Sage SalesLogix to provide an efficient
methodology for running automated action plan
processes
Action Plan #1 – Step 1
“Introduction”
Days = 0
• “Is your operating efficiency trapped in the
manufacturing business intelligence maze?”
Action Plan #1 – Step 2
Days = 15
“Business at the Speed of Thought”
• “How you gather, manage and
use information will determine
whether you win or lose.” – Bill
Gates
Action Plan #1 – Step 3 Days = 30
“Enough to Worry About”
• “Worry is often the price you pay for a problem
you have yet to solve” – Frederick Tucker, Jr.
Action Plan #1 – Step 4
“Words of Wisdom”
Days = 40
• “To face tomorrow with the thought of using the
methods of yesterday is to envision life at a
standstill.” - Alexander Graham Bell
Action Plan #1 – Step 5
“Nurture Call”
Days = 7
• Give Account Executives a valid reason for a
follow-up call
Action Plan #1 – Step 6
Days = 30
“Managing Crisis Before They Happen”
• “Any kind of knowledge gives a certain amount of power. A
knowledge of critical details has served many in avoiding a crisis. A
knowledge of details has often caught an error before it became a
catastrophe.” - Malcolm Forbes
Action Plan #1 – Step 7
“Why We Are Different”
Days = 40
• “Skepticism is a Weapon . . . . – Jack Welch, GE
Action Plan #1 – Step 8
Days = 30
“Tools for Synchronization”
• “Even a master craftsman would be hard
pressed to produce outstanding results with
broken, rusted or obsolete tools.” - Tom Watson,
IBM
Action Plan #1 – Step 9
“Supply Chain”
Days = 21
• “The fundamental qualities of good execution of any plan are first,
naturally, intelligence, then discernment and judgment, which
enables one to recognize the best methods to attain it; then
singleness of purpose, and lastly, what is most essential of all, will—
stubborn will .” - Lee Iacocca
Action Plan #1 – Step 10
“Fear of Transformation”
Days = 45
• “Ignoring change is much like running $100 dollar bills
through a paper shredder.” - Malcolm Forbes
Action Plan #1 – Step 11
“Grounding Strategy”
Days = 30
• “Staying competitive requires an elevated insight
into a manufacturer’s dollars & sense. It almost
requires a crystal ball.” - Michael Hammer
Action Plan #1 – Step 12
“Holiday Letter”
Days = ??
• Feel good correspondence during Holidays
Nurture Metaphors In a Nutshell
• Communicate with the right people, with the right
message at the right time
• Direct Mail, and E-Mail
• Adding Dimension to your messages to achieve
top of mind awareness so that clients, prospects
and suspects buy when they are ready
Occupy Top of Mind
“Repetition is the mother of Top of Mind” - David Ogilvy
• The process that establishes an emotional relationship with your
Customers, Prospects and Suspects so that if asked they will
mention your company first when presented with an issue, idea or
problem that is solved by your companies product or service. Top of
Mind awareness is achieved by:
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Knowing your target
Knowing how they (may) use your product/service
Knowing their pain points and how your product/service cures the pain
Gaining the trust of your target audience
Best Book – “Bottom Up Marketing” - Jack Trout
Top of Mind Awareness
• Advantages:
– When your target has a need for a product or service
they think of your company first – When they are
ready to buy
– Not dependent on timing
– May not be budget dependent
– Sales people are able to handle a greater amount of
customer, prospects or suspects
– Never cold call again
Fill in the Gaps
• Studies show that 20% of sales people are
responsible for 80% of the sales
• Studies show that sales people only pay
attention to 20% of a company’s customers
• Studies show that a sales person will drop a
suspect or prospect after only four ineffective
contacts, when 12 may be necessary to make a
sale
• Nurture is designed to fill these gaps
Orphans
• These are your customers that are ignored
because they don’t represent revenue now
• Those 80% of accounts that drop off of the
sales person’s radar screen
• How much money are you leaving on the table?
• Remember that your Orphans many
times turn into your competitors
top 20% of accounts
Slow Adopters
• Prospects, Suspects or
even customers that make
their buying decisions
slower then the sales
organization would like
Ironclad Reason to Nurture
Slow Adopters
• Research shows:
– 90% of all leads are discarded without contact
– 19% are ready to buy within 90 days
– 21% are ready to buy: 91days - 12 Months
– 14% are ready to buy: 12 Months – 24 Months
– 25% are ready to buy: 24 Months or greater
– 21% are DUDS
• The cold call sales process allows for abandonment
after only 30 Days!
Other Opportunities
• Sneezers
• Whales
• Centers of Influence
Remote Locations
• How many customers, prospects and suspects
are not located within a sales territory?
• What is your plan to expand your business
relationships?
• Test marketing? Nurture is the perfect way to
test a new location.
Demonstrate Your Style
• You really care, don’t you?
• Customer service
• Being in touch with what’s important to your
customers
• Being there when they need you
• Predictable behaviors exemplifies reliability
Defend your Spot
“Affection is the Antidote for Defection”
• Your competition is going after your customers
and attempting to harvest your prospects and
suspects…guaranteed!
• Are your orphans at risk?
• Are you forgetting the slow adopters and remote
customers?
• How many “A” clients have you lost to the
competition?
Nurture Selling
The Power Of One To One
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The Power of Giving First
The Power of Persistence
The Power of Leads
The Power of Process
The Power of Permission
The Power of Money
The Power of Repetition
The Power of “The Extra Mile”
The Power of “Drip Irrigation”
The Power to Nurture