NJ office
NJ office

Omnichannel Marketing

Nurture Marketing > Omnichannel Marketing

Omnichannel is Now
for Everyone

Nurture Marketing is the home of Integrated Omnichannel Nurturing strategies that will allow you to grow and retain your client base. Today’s prospects and clients have the information they need to make a purchase decision at their fingertips. They often do not contact suppliers until a purchase decision is made. Therefore, you must develop a trusted relationship with the audience via Digital Engagement or “ongoing nurturing” of the relationship. Our team can help your team by either teaching the principles of Nurture Marketing or by executing programs on your behalf.

Traditional Programs

The foundation of every great marketing program is data. Without the best contact data, great marketing programs go to the wrong audience, or even worse, to no one at all. Nurture Marketing has established a speciality practice around suppling timely and accurate data from our own in-house sources and internationally recognized data providers such as Dun and Bradstreet. We provide new list creation programs, refresh programs of existing data bases and speciality lists (for example, for the IT Channel, lists of installed technology). We’ve also developed two unique programs not seen anywhere else. Have you ever considered the value of Hard Bounces? Most marketing teams throw hard bounces away, but Nurture has established a practice that looks at hard bounces and sees a huge opportunity. One of the toughest data jobs, but most fruitful, is to look at hardware and software that is ending their lifecycle, some call it end-of-support or sunsetting. Nurture data scientists look at sunset data and determine who in the customer organization makes buying decisions—most times, this person is somebody very different from the person who made the original purchase decision. Explore your data options with Nurture Marketing’s data science team, experts in creating accurate and actionable data lists to generate pipelines that lead to greater revenue.

Email marketing is going through a revolution of effectiveness. What worked in the past is now obsolete. Firewalls, government regulations, volume and recipient habits are making it more difficult to create effective email marketing campaigns. Nurture Marketing has been following the trends and we can clearly say that email marketing is still an effective method to reach both customers and prospects. Success takes a combination of understanding of the mechanics of email creation along with the marketing programs you need to run to support email marketing. No longer is it possible to blast an email to large lists generating results for follow up by your sales teams. Effective programs require analytics that allow you to coordinate segmented nurturing email programs with Nurture Marketing-led campaigns designed to impact groups of similar people over time.

Direct Mail is not dead! We pioneered the concept of dimensional or lumpy mail. If you want someone to read your message, one way to ensure that they do is to create what we call a “dimensional mailer.” We can use your mailing list to send these unique direct mail items, which leads to quick, memorable connections with your prospects.

Go-To-Market & Enablement

The Medium is the Massage – Marshall McLuhan. There is nothing more important and more complex than determining the right message framework for your company. It involves a combination of strategy, product knowledge, understanding customer pain points, and knowing how your products can make a real difference in the life of customers. Nurture Marketing’s senior team has the experience to explore all facets of message creation to determine what your market-expanding narrative should be.

Top Down or Bottom Up? The answer: Yes. Management understands the importance of ensuring that all sales teams are selling in the same way. Consistency is essential when it comes to building an effective sales team and scaling any business. Certainly, sales strategy needs to be driven from the top, but Nurture has learned that effectiveness is derived from sales teams themselves. Nurture has developed Sales Guides that comprise strategic input from the top of the organization, while making it “real” by implementing real-life sales team experience. This leads to the creation of sales guides that are aligned with a company’s sales strategy, but that are tangibly usable by account executives.

Ominous name, Important Tool. Our research team will investigate your competitors, looking at how they match against you, then provide professionally developed answers to the likely questions that prospects and clients will ask, which will put your company’s products and services in the best possible light. In addition to being positioned against competition, your sales and marketing teams will be speaking from the same script, ensuring consistency and internal and legal compliance.

MANAGEMENT CONSULTING & STAFFING

Nurture Marketing offers a wide range of consulting and staffing services, which provide the right marketing resources for the right jobs. Whether your organization is seeking a CMO, event planning staff, data scientists, content writers, or other marketing and communications specialists, Nurture Marketing has the trained staff that you are looking for, all of whom arrive with the Nurture Method fully ingrained.

Digital Marketing

Nurture Marketing has significant experience in developing strategies, written, visual and rich media (video, audio) content and specialized keywords for all major digital advertising programs (PPC, SEM, sponsored social posts, display ads, and more), and executing these programs across all leading platforms. These materials and initiatives are produced and executed for Nurture’s clients, either directly on Google – Google AdWords, Google Display Ads – Microsoft Advertising (formerly, Bing Ads), LinkedIn, Twitter, Instagram, Facebook, and/or banners on websites (affiliates/partners, publications, major authoritative blogs, and intranet sites), or through the use of content distribution tools in concert with direct, paid programs, such as marketing automation solutions. All ad programs are bolstered by significant, business-insightful keyword research, as well as the Nurture Method, wherein we are able to deliver advertising initiatives as components of omnichannel campaigns.

Beginning with our founder, Jim Cecil, Nurture Marketing pioneered sales nurturing. Coupling this with years of training and successful execution of marketing programs, including those on all of the major social media platforms, Nurture can support business development and pre-sales teams, sales executives who are nurturing existing clients to upsell more products, solutions and other offerings, and marketers who are responsible for the “handshake” with business development. We support these teams by developing strategy and hands-on programs to use social media to nurture client relationships. This combines the building of “personal brands” for individual members of different teams at different points in the sales cycle with the execution, and the use and sharing of content across social platforms to support top-of-mind awareness for these key members of an organization. Nurture can also help these individuals to identify group platforms that they can leverage within social media channels to create mindshare that also bolsters top-of-mind awareness of their thought-leadership and offerings.

Nurture Marketing supports all of the major Marketing Automation solutions on the market, including HubSpot, Marketo, ClickDimensions, Zift and others, with advisory services, content development and execution, reporting strategies and complete integration/deployment services (with Microsoft Dynamics 365 CRM and ERP, Salesforce, HubSpot and other products).

Web Design

A goal without a plan is just a wish” – Antoine de Saint-Exupéry. A successful, user-friendly, beautifully designed website, or any digital platform, which effectively conveys your brand and solutions, converts users to buyers and becomes a useful resource to which visitors continually want to return, takes careful planning to build. Nurture Marketing employs decades of business experience, content psychology, design savvy and technology expertise to develop deliverables such as sitemaps and navigation strategies, wireframes, comp designs, core brand and solution content blueprints and on-site (and administrative) module recommendation frameworks to help businesses achieve their online goals. We collaborate with key stakeholders within an organization to produce, and obtain buy-in for, these key building blocks — while always thinking about your website as a creatively unique while also industry-standard experience for users — then bring them to our designers, developers and content creators to execute the best possible sites for your business.

“Thinking about design is hard, but not thinking about it can be disastrous.” ― Ralph Caplan. Nurture Marketing has been at the forefront of producing business websites – planning, designing, developing and creating compelling digital content – since our founding, and we continue to make this a cornerstone of the delivery of our marketing solutions. We produce websites with the goals of conveying powerful usability and stunning visuals, but, most of all, that they convert users to clients/customers and are long-term resources for site visitors to which they want to regularly return. We use our Nurture Methodology to thoughtfully engage in planning activities – working with the key stakeholders in an organization to establish the digital brand, business and creative goals – and then design and develop websites that are fully responsive to desktop, tablet and mobile browsers, have appropriate calls-to-action to abbreviate sales and information-sharing cycles, have tools implemented that help organizations to track conversions, and are optimized (at the outset and continually) for all major search engines.

“I think the search engines are the new equivalent of publishing: an enabler of information. – Sir James Dyson, OM CBE FRS FREng. Nurture Marketing evaluates websites to help organizations to ensure that the valuable information and assets available on their sites can be easily and effectively found, organically, on search engines. When engaging in organic search engine optimization (SEO) projects for our clients, we use our Nurture Methodology – featuring processes developed by our data scientists, psychologists and other business and creative professionals – to conduct keyword research and develop on-page content hierarchies that are not only compelling to website visitors and well-organized, but also ensure that this content will be identified by search engines to receive high placement in search results. Part of our methodology is to be sure that we focus not only on an organization’s goals for search – what they desire to “get found for” – but also, essentially, on what potential clients/customers, partners and other users of your website are seeking and how they are looking for your services and other content. We develop and implement, hands-on, all major SEO elements, including organizing on-page content, writing custom title tags and meta-descriptions, and delivering other features including image alt-tags, xml-sitemaps and more.

Content

If a Picture’s Worth a 1,000 Words, how much is a Video Worth? Nurture Marketing develops cost-effective, animated videos containing graphics, text, narration (voiceover) and other rich media assets, which are powerful tools to illustrate and amplify your brand and solution and product messaging. In December 2018, SE Ranking wrote that, according to a recent study, “With 80% of people remembering watching a video ad over the past month, and more than half performing a follow-up action, the effectiveness of video content can hardly be contested.” This is also highly relevant to any video messaging, including the blog posts, landing pages and emails containing embedded videos, video-centric social media posts and more. Animated videos, requiring no camera work – delivered with deep brand and message awareness – are an economical way to build a library of rich content.

65% of the Population Consists of Visual Learners. According to Smart Insights, “In 2020, 92% of marketers say that video is an important part of their marketing strategy. This has grown from 78% in 2015, showing that the importance of video is only growing.” Nurture Marketing is expert in producing compelling, cost and business-effective, sales conversion-oriented, brand and message sensitive, highly creative filmed videos – live at events and other programs, pre-planned and formally shot, or viral content – for businesses of all kinds, with special focus on the IT Channel. Videos that we’ve produced for our clients – from major technology manufacturers and distributors, VARs, ISVs and more, plus financial services and other professional services organizations – garner high engagement, views, and convey messaging elegantly and in the most entertaining-possible ways.

A case study is typically one to three pages in length and focuses on articulating the business impact that a solution has had on an organization. It also focuses on the overall client experience, including initial roll-out and ongoing support, to portray the positive reaction from the case study reader’s peer(s), and provides a summary of deliverables. Nurture Marketing develops case studies by interviewing key stakeholders in the process – top-level managers, client facing employees and others who utilize and/or are responsible for specific fiscal and operational outcomes for the solution – in order to develop a compelling success case.

Nurture Marketing has specialized in organizational, solution, product and service branding since the company’s inception. Among the most important tools used by any business is a brochure, whether print or digital. We work with your team to identify the best ways to present and summarize your offerings, and then leverage our team of creative professionals – who also possess many years of hands-on business experience, and with our creative leads having backgrounds in brand psychology – to write the content for, and design, compelling brochures that powerfully convert readers to buyers. In print, we create multi-page, folded, bound and other format brochures to meet all dimensional needs. Nurture’s team can also nimbly convert these product, service and other descriptive tools into, or replace them with, beautiful, while digitally efficient, electronic brochures (downloadable PDFs, fully interactive platforms, on-page web content and more).

Nurture Marketing creates white papers, which are branded, long-form tools that more rigorously describe business or technical cases for various solutions, provide thorough but concise – and ‘creatively’ presented – technical roadmaps, or deliver complete thesis’ for solution or product sales. Our white papers are typically between five and ten pages in length.

As a 360-degree omnichannel marketing agency, Nurture Marketing recognizes that content is king and queen, but that the ways in which you most effectively deliver content – reaching the right audiences in the right places at the right times – are as critical as is the development of brand, solution and core business value messaging itself. We have two decades of hands-on experience planning, creating and executing written, visual and rich media (video, audio) content for corporate and other websites. Nurture Marketing’s team utilizes the best practices of high quality writing, creating effective sitemaps and storyboarding to produce this content for our clients in the IT Channel, and in other industries including financial and professional services, while also knowing not only what should appear on a website – on complete sites, dedicated sections, landing pages and more – but how to “slice” it to ensure maximum impact, views, repeat reading, and most of all, business conversion.

Nurture Marketing creates eBooks that are typically five to ten pages in length, which provide visual stories to articulate the value of solutions to an organization. eBooks are typically more graphically intensive and contain bulleted and streamlined copy statements.

Nurture Marketing develops visually appealing, thought-provoking infographics that tell the story of your solution and intended customer outcomes in an effective and succinct progression. We collaborate with your team to perfect the message and design to articulate the story in a concise and impactful manner that will entice readers to take action.

Enablement Training

The importance of accountability in the creation and execution of marketing programs cannot be underestimated. Nurture Marketing’s specialized Marketing Enablement training program is a holistic view not only of the components and goals of marketing campaigns, but of actual results, measured in revenue generated minus the costs of generating that revenue. When asked to develop marketing training, the first step involves coaching our clients to gain agreement throughout their organizations on the metrics and other factors that key stakeholders want to use to represent and measure success. As our final step, we always include measurements of results plus decision making processes that are necessary to determine whether or not a program has been successful and if and when a campaign should be continued. Our training develops marketing scientists—professionals who treat every new marketing campaign as an initial theory that can only be proven successful with evidence. Rarely is something as clearcut as being successful or not, so our training specifically encourages our clients to look at maximizing successful components while limiting unsuccessful applications before continuing any program. As an example of a Marketing Enablement training program developed by Nurture for a large software publisher, we created ten progressive training modules, each one building upon the previous module, including original exercises designed to measure results and to hold marketing accountable for its spend. That exercise, and all of our successful Marketing Enablement training programs, offer marketing leaders the tools that they need to tangibly illustrate that marketing can be turned from a cost center to a profit center—the ultimate goal for every organization.