Marketers can sometimes think in narrow lanes, especially those working at larger enterprises. Success metrics are highly refined and focused such that it is easy to lose sight of the bigger picture. Growth marketers might just focus on new business, social media specialists target engagement and “likes,” while those responsible for customer marketing might just see events as their core KPI. Nurture marketing can sometimes fall through the cracks.
Unfortunately, this perspective can limit your organization’s overall marketing effectiveness. Instead, take a step back and picture your marketing universe as having three groups:
- Current customers
- Future potential customers
- People who will never buy from you
That third group is real. Don’t waste your time or budget trying to convert them. Instead, just focus on the first two and then apply this concept to all of your campaigns.
Continue reading Here’s Why You Need a Nurture Marketing Strategy