Nurture Program
The Goal
Dell wanted to create a nurture strategy that supported unique customer scenarios and enabled customers to consume content that was most relevant to them. Content that supports the nurture program focuses on three priorities:
- Stand out against competing content using color and iconography
- Align content to journey stage within the purchase cycle
- Focus content on critical information to decrease end-user time investment
The Asset
The Dell nurture program is supported by more than 18,000 global modular content elements, featuring more than 1,200 assets. The assets support 22 solution topics across 10 global programs.
The Results
The program delivered a 35% higher average order value for nurtured contacts versus non-nurtured contacts. Contacts have also engaged in personalized nurture emails 300% more than traditional “push” messages.
Lesson Learned
Develop campaign concepts and content ideas with the intent of breaking them down. You will be able to build a hefty arsenal of content in a more time- and cost-effective way.
The Goal
Waste Management, the waste management and environmental services company, wanted to teach small businesses how to minimize waste for employees, reduce costs for waste handling and become a more “green” organization.
The Asset
The company’s marketing program involves monthly nurturing emails, landing pages and microsites. Potential customers are nurtured via eTrigue Demand Center. Depending on how they interact with content, recipients are placed in an “accelerated nurture” program that promotes top 10 lists, how-to guides and other resources that can help them become more environmentally minded companies.
The Results
Two months after its official kick-off in October 2015, the program generated approximately 2% to 4% content adoption, depending on the audience.
Customer service reps are following up with prospects to schedule onsite visits and explore increased relationship and trial offers.
Lesson Learned
Customize nurture paths and content based on prospect engagement and activity. If buyers are not clicking emails or downloading assets, reconsider how you communicate with them and the resources you promote.
The Goal
Clean Harbors worked with Crossbow Group, LLC, to create a content-based drip campaign for its Chemical and Specialty Chemical vertical market. The primary goal was to cross-sell services to an installed customer base and increase the number of services contracted through Clean Harbors.
The Asset
On a monthly basis, Clean Harbors nurtured the install base, using a series of emails that offered proprietary thought leadership content, and spotlighted industry trends, challenges and lessons learned. Assets shared during the campaign included:
- Articles
- Fact sheets
- Podcasts
- White papers
- Infographics
- Interactive checklists
- Case studies
- Management briefings
- Roundtable event invitations
The Results
The cross-sell campaign helped Clean Harbors better reach a niche, target group and better position the company as a knowledge leader in the Chemical and Petrochemical markets.
Lesson Learned
Use different formats to answer the variety of questions your buyers may have along their path-to-purchase. Offer unique insights, tips and best practices to show your company’s knowledge and expertise.