Why Nurtures Need a Makeover

Let's face it: traditional nurture campaigns have gotten a bad rap. The old "download a white paper, get four emails, hope for a sale" approach just doesn't cut it anymore. Hannah explains why this outdated method falls short:

1. It doesn't account for the complex, multi-touch nature of B2B buying decisions.
2. It fails to meet prospects where they are in their journey.
3. It often ignores the power of omnichannel engagement.

The New Nurture Playbook

So, what does an effective modern nurture strategy look like? Hannah shares some key components:

1. ‍Embrace Omnichannel - Don't limit yourself to email. Hannah emphasizes the importance of reaching prospects across multiple channels:
   1. Display advertising for brand awareness
   2. LinkedIn for targeted engagement
   3. Email for personalized communication
   4. Retargeting to reinforce your message‍
2. Focus on Helpfulness - Create content that your prospects actually want to consume. Hannah suggests:
   1. Fillable PDF worksheets
   2. Actionable resources that help buyers do their jobs better
   3. Bite-sized content for time-strapped professionals‍
3. Leverage Trigger-Based Nurtures - Move beyond time-based drips. Instead, use prospect actions to trigger relevant content:
   1. Product usage triggers (for freemium models
   2. Content interaction signals
   3. Website behavior‍
4. Personalize Based on Persona and Journey Stage - Tailor your nurture content to:
   1. Different roles within the buying group
   2. Where prospects are in their research and decision-making process

Success Story: LinkedIn Retargeting

Hannah shares a powerful example of how Intentsify combines content syndication leads with LinkedIn retargeting to drive impressive conversion rates. This always-on approach has become a cornerstone of their nurture strategy.

Getting Started: Pro Tips from Hannah

Ready to level up your nurture game? Hannah offers these practical tips:

1. Start with a customer nurture program to test content and messaging.
2. Align your marketing messages with what your BDR and sales teams are saying.
3. Use your existing tech stack – don't rush to buy new platforms.
4. Begin with small, targeted campaigns and iterate based on results.

Key Takeaways for B2B Marketers

As you rethink your nurture strategies, keep these points in mind:

• Marketing and thus nurturing is about education and building relationships, not just pushing for a quick sale.
• A successful nurture program requires a robust content library – invest in creating valuable resources.
• Always be testing and optimizing – what works today may need adjustment tomorrow.
• Think beyond email – your prospects are active across multiple channels.

By embracing these modern nurture principles, you'll be well on your way to creating more engaging, effective campaigns that drive real business results.

Ready to transform your nurture strategy? Listen to the full episode with Hannah Swanson for even more insights and actionable advice. And if you're looking for expert guidance on revamping your marketing approach, the team at Inverta is here to help. Let's redefine what nurture means for your business.