The nourishment consists in creating and maintaining a marketing relationship with prospects through content and activities in various formats and vocations, adapted to the interests expressed. The relevance, format, and timeline of shared information gradually lead a potential customer to purchase intent.
This approach is mainly used in the B2B universe because the buying and decision cycles are longer. The general idea of nutrition is both to provide information as a decision aid to the potential customer and to keep the company in its radar (Top of mind). Therefore, at the time of the purchase decision, the switch should operate in favor of those who have better understood the expectations expressed. The job of marketer is to implement a good nurturing strategy, understand their prospect in order to deliver them the right content at the right time. In this context, the chronology, the channels used and the type of information shared are the three critical elements measured to effectively support the digital path of the interested party in a “conversion tunnel” that goes from awareness to purchase intention.
From theory to practice
Selon Makkiko Ara, 2/3 du processus d’achat est réalisé avant même que l’acheteur entre directement en contact avec une société, pour autant la plupart des prospects ne sont pas prêts à acheter simplement parce qu’ils démontrent un intérêt sur un subject.
This is why ignoring and giving this information too early to a salesperson who will rush to make contact in an attempt to sell is both dated and aggressive. This could put off a contact who is already over-solicited, so they will be inclined to ask for their data to be deleted from your databases and the story will end there. In an ideal world, it would be enough to “feed” the interest of the prospect to address this topic.
In fact, it is important to resolve some points upstream. In terms of digital marketing, and there is no longer any marketing that is not partially digital, it is a question of differentiating between a simple digital signal – a potential customer sends an interest, a potential customer sends a series of interests along their decision path. The analysis and measurement of this sum of interests through an appropriate solution leads to a score that will subsequently become a real advantage. The often overlooked and always crucial step of evangelism for selling what is truly a boon can lead to endless debates if not properly understood and explained. Added to this are the notions of advancement of the prospect in his decision-making cycle and the analysis of his profile, also called “Personas”. Regardless of all these technical terms, from a marketing point of view it is necessary to remain entirely focused on the uniqueness of this prospect and maintain regular contact with him, best satisfying his expectations and above all unobtrusive. Yet, if we were to refer to a literal translation of nurturing, it would be “elevating” a contact until it is sufficiently “polite” to make a purchase. For any sane and responsible marketer, it is obviously not about making a person “smart” enough to understand that this or that offer is the best! As mentioned above, it is rather about connecting a relationship that will allow this contact to appreciate the topicality of what you are able to offer him to solve his search. It’s all about balance and empathy, even in the world of marketing automation platforms people have a prominent place.
The importance of the content is never denied!
Therefore, this is where the whole content strategy, patiently put in place, comes in handy. You know that it would be necessary to send the information corresponding to the maturity of the prospect, its context, its positioning in the decision tunnel, all in different and adapted formats. Your education program is pre-programmed, mixing educational emails, selected information related to company news, invitations to targeted virtual events and finally a personalized contact adapted to this client’s preferred communication channel: video, mail, call…. Once the sequence has been initialized, the measurements and analyzes duly interpreted by a data expert with a strong sense of empathy, the data subject should generate a strong signal as an input. At this point, you will have found a way to reconcile the interest and respect of your potential customer: it is at the center of your attention, the diversity and quality of the content you have prepared and the expectations of your sales representatives.
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