Nurture Marketing is the process of repeatedly ‘touching’ your suspects, prospects and existing customers with a series of consistent messages over time to educate them on the value of your product or service. The goal is simple: each Nurture Marketing tactic, whether an e-newsletter, webinar or white paper, should move the suspects further along the buying cycle. Nurture Marketing focuses on education and value rather than a hard sell. As we all know, prospects are more likely to listen when we are not trying to sell them something. Not only is this effective, it’s cost-effective since you are leveraging free and low-cost electronic and social media to generate outstanding return on investment.
This engaging, informative session will help you understand:
- Why and how Nurture Marketing programs work
- How to organize your suspects, prospects and customer contacts
- What a successful, cost-effective campaign entails and how to put it into place
Bob London is president and founder of London, Ink (www.londonink.com) a marketing and communications consulting firm that helps organizations define and prioritize their products and services based on what the market wants–or doesn’t want–to buy. As the DC area’s leading Virtual VP of Marketing, Bob works with established and early-stage companies to assess their market opportunity, determine the strategic options and develop a practical go-to-market plan.
Bob has managed marketing initiatives with annual budgets ranging from the $150 million network tv launch of MCI Friends & Family (back when network tv really meant something) to $75 (seriously!). His work and writing has been profiled or covered by the Wall Street Journal, The Washington Post, the Miami Herald, USA Today and Marketing News, the AMA’s flagship magazine.
Bob is a frequent speaker on marketing related topics, most recently at the nationwide Unintentional Entrepreneur series and the GrowSmartBiz symposium. He is also a published business humor writer — samples can be seen at http://www.bob-servations.com/