Sending an Email Is NOT Nurturing

I just saw a Tweet come through the stream from the Marketing Sherpa B2B Summit that reads: So if sending an email isn't nurturing what is? #b2bsummit

Lead nurturing is about providing the right content at the right time that addresses a problem that a prospect is focused on (or at least considering)  solving. Lead nurturing is based upon content that educates the prospect about the problem, provides expertise about how to solve it and then proves via evidence that the expertise pays off with results the prospect wants/needs. Lead nurturing is done best when it addresses each stage of the buying process in parallel with your prospect's position in the buying process.

Lead nurturing can be done via email, but it's not about the delivery system of email, it's about the perceived relevance of the content delivered via the email.

Where the concept of nurturing can be sneaky is when we confuse delivery systems with the intention of the nurturing process itself.

Social media like Twitter, LinkedIn and Facebook can be a delivery system for nurturing content.

Blogs are a great delivery vehicle for nurturing content. Not to mention delivery of that content via RSS feeds and as email alerts to subscribers to the blog.

Webinars can be a delivery system for nurturing content. As can virtual events.

Conferences can be a delivery system for nurturing content (Such as #b2bsummit)

Website visits can deliver nurturing content. As can videos, podcasts, Slideshare, etc.

Google alerts with corresponding keywords can serve as delivery vehicles for publicly available nurturing content.

Do not confuse the delivery vehicle for nurturing. It's about what's getting delivered and how well it addresses the audience's needs, priorities and objectives over time.

The other confusion about nurturing stems from the ridiculous notion that by sending regular emails - regardless of content - your company will stay top of mind for whenever the time arises for prospects to buy. Hogwash.

If your content hasn't provided value, you've demonstrated a total lack of relevance and expertise that's a prerequisite to make the short list. Nurturing is about much more than just showing up in your prospect's inbox.

Lead nurturing is not about email. It's about the consistent delivery of content that builds relationships with prospects based on their perception of relevance and value.

A prospect does not need to reside in your database to be nurtured. They just need to engage with your content purposefully. If they continuously come into contact with your content and find it valuable, share it with others on the buying committee or act upon it to contact your company for a conversation, you've nurtured them well - regardless of where it happened or how the content was delivered.

Comments

[Steve Gershik]

Amen, Ardath! Sending an email is no more lead nurturing than leaving a voice mail for a prospective date is the same as being in a relationship (though there was that one girl in college ... long story).

I think your brilliant post emphasizes the need for folks to think of nurturing as something that is time-based, multi-channel and based on process, not tactics.

[Ardath Albee]

Thanks, Steve! I like the way you summarized it.

So back to that girl in college...

[Eddie]

Interesting thoughts, I thought that sending emails to subscribers would be effective, but now that I read this I understand this might not be enough. I've been thinking of putting together a webinar soon...any suggestions on how to nurture my leads?

[Iamgfc]

Sending an Email Is NOT Nurturing. I agree

But then...

Having a conference is NOT nurturing
Having Social Media is NOT nurturing
Running a Blog is NOT nurturing

Delivery of relevant content in those channels is what determines whether it nurtures or not. I totally agree.

Which means that sending an email that is relevant,in both content and timing, IS nurturing.

[twitter.com/fearlesscomp]

Great post Ardath. If I could I'd like to amend what you wrote. "Lead nurturing is about providing the right content at the right time that addresses a problem that a prospect is focused on (or at least considering) solving." You say, but indirectly. Right info at the right time to the right person. By right person, we mean the person experiencing the problem and able to address it.

Thanks for this great article.

Jeff Ogden, the Fearless Competitor
Find New Customers "Lead Generation Made Simple"
http://www.findnewcustomers.com

[Ardath Albee]

@Eddie - thanks for your comment - off the top, I'd suggest you create content that inspires ideas for how your customers can use your promo items to successfully achieve their goals. Try using mini scenarios like 5 ways to use coffee mugs to catch your prospects' attention or how to use promos effectively at a trade show. By helping them visualize how to use your promos both creatively and effectively to achieve business goals, they'll more readily convert.

@Iamgfc - You're right. It's about the content, not the delivery vehicle. I never said an email couldn't be effective for nurturing - just that the email wasn't the point.

@Jeff - If your need to amend what I said helps you clarify the idea, go for it. This said, I'd argue that your "and able to address it" confines your idea of nurturing to only decision makers. This can be short sighted with buying committees growing and research finding that influencers and stakeholders are actively playing roles during the buying process.

[Paul Gardner]

Provide the purposeful and continuous content that your prospect finds valuable and you are nurturing your leads well. You stop selling and start serving the content that solves your prospects problems.
Serve your customers well and not your products you are trying to sell.
Paul Gardner
http://marketing-automation-software.com

[Devremülk]

i like to read your posts. thanks for this one.