In a recent post I pointed to the overly complex – and often convoluted – state of most nurture flows as a primary reason why nurture programs often underperform.
Companies with high-performing nurture programs understand that the focus necessary for success starts with the planning process. These organizations often use the SiriusDecisions nurture framework, regardless of the type of nurture they plan to use, to ensure plans and resulting flows are focused and effective. The nurture framework includes four pillars that make a complete nurture program, including:
By focusing on the above four pillars, marketers can categorize and simplify how they think about the core components of any nurture program. Of course, to be successful it’s important to stay focused as you define the elements that make up each of the components. We suggest starting with a bulleted list. For example, transition signals for a specific nurture program might include:
My next post will define the three types of nurture programs that consistently deliver the most value to b-to-b organizations.
Jay Gaines is Chief Marketing Officer and Research Fellow at SiriusDecisions. His experience includes team building and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, business development, product development and management, interactive marketing/advertising, inbound marketing and social media. Follow Jay on Twitter @izjay.