Inverta

?? Hot take after 20 years in B2B marketing: We've got nurture all wrong. Remember the last time you bought something? Was it because of a perfectly timed email sequence? Probably not. Here's what we've learned implementing nurture across 100's of companies: Marketing isn't about pushing people through a funnel. The best nurture programs don't nudge. They notice. Listen. Respond. It's more like curling ?? You only push the stone to get started—the real skill comes in brushing the ice, clearing the path based on signals from your teammates for the stone (your buyers) to glide naturally toward their destination. What's your take? When was the last time a preset email sequence actually influenced your buying decision? https://lnkd.in/g3CFRXDp #B2BMarketing #MarketingStrategy #BuyersJourney #nurture

Our own Danielle Contreras just wrapped up a fascinating experiment: putting AI copywriting to the test with Claude.ai. And honestly? It felt less like working with a robot and more like jamming with a wickedly smart colleague who never needs coffee breaks. Beyond the obvious time savings (hello, productivity), what really got us buzzing was how Claude adapted to our signature Inverta sass and sparkle. We're talking about transforming dry B2B copy into content that actually sounds human - while keeping our strategic smarts intact. Want to peek behind the curtain at our exact process? From prep work to execution, we're sharing the framework that had us questioning whether AI is less about replacement and more about amplification. Read the full experiment → https://lnkd.in/gU3F78jX Because in a world of "AI-generated" everything, we're more interested in AI-augmented brilliance. #AIMarketing #B2BContent #MarketingInnovation

? Last chance to get inspired to change your nurture strategy for 2025! Thursday, Inverta's own Jessica Fewless and Intentsify's Meghan Crook Brisson will talk about the how to's for building always-on campaigns that educate and engage ?? vs bombard and bore ?? They'll cover how to: ?? Listen and respond across every channel ?? Use intent data to identify active researchers ?? Deliver your most valuable assets to the right people at the right time ?? Run continuously in the background while you focus on strategy Including: Real examples from companies driving real results and pipeline from always-on campaigns. Register now: https://lnkd.in/gv3nqu3C #B2BMarketing #DemandGen #Nurture #alwayson

Ever noticed how most "nurture" programs feel more like a monologue than a conversation? ?? We've been doing it wrong. When someone engages with your content, they're raising their hand to start a dialogue. Yet we respond with the same linear email drip regardless of their interests. Learn how to transform traditional nurtures into dynamic, always-on conversations that: ?? Respond intelligently to shifting interests ?? Work across all channels ?? Build genuine relationships at scale ?? Generate continuous insights What's your take - can marketing automation feel more human? What's holding us back? https://lnkd.in/gU4CXz9Y #B2BMarketing #MarTech #DigitalMarketing #nurture #alwayson

"Customers aren't in their inboxes all day" - Hannah Swanson No. They are not. Which is why email-only drip nurture campaigns have lost their efficacy. So when your SDRs are reaching out at the conclusion of drip and asking for a meeting, its no wonder they aren't converting to meetings. Not to mention the fact that buyers are buying differently, and they are going to reach out when they are ready to talk. So what to do? Join Hannah and Rachel Bryant on the latest episode of The RevRoom podcast as they talk about what the new nurture should look like to address today's buying environment! #revroom #nurture #alwayson

Don’t call it a nurture ?? After the 100th project over the last few years we’re DONE calling nurtures nurtures. Way too much baggage. Everyone’s tried them and been burned by all this martech that basically just amounts to email and account-based ads. Don’t nurture. Do “always on” instead. You have the tech. You have signals. You have actions. But if you think about it as setting up something new—a collection of always on campaigns to welcome, inform the buyer, and sift through closed lost deals for new opportunities, you’ll realize what some of our biggest clients have discovered: You can deliver 25% of your pipeline passively with a good, nurtur … ahem … always on campaign that works across channels. We’re giving it all away step-by-step in our latest workbook. (In the comments.) #nurtures #marketingautomation #email #b2bmarketing

?? The future of AI in marketing is knocking. Are you ready to answer? In the final installment of our AI in Marketing series, we're peering into the crystal ball to explore five game-changing predictions: 1. Hyper-personalization becomes the norm 2. AI-powered content creation goes mainstream 3. Predictive analytics reach new levels of accuracy 4. Conversational AI becomes indistinguishable from humans 5. AI-driven decision-making takes center stage But we're not just stargazing. We're providing actionable steps to prepare for each of these trends. Read our full article to start future-proofing your marketing strategy: https://lnkd.in/gFT44g-N What AI trend are you most excited (or concerned) about? Share your thoughts below! ?? #AIinMarketing #FutureofMarketing #MarTech #InvertaInsights

"This is not about nudging prospects forward. It's about listening and being ready when they move." - Danielle Contreras, a woman who knows a thing or two about nurtures!!!! Stop treating nurture as a passive email drip. Modern always-on campaigns: ?? Work across all channels - from chat to ads to social ?? Respond intelligently to buyer signals ?? Deliver genuinely helpful content at the right moment ?? Generate pipeline while you sleep Learn the framework that helped one company drive 5X more MQA conversions. Join us and Intentsify for this "how to" webinar and walk away with ideas for your own 2025 always on strategy! Join us: https://lnkd.in/gv3nqu3C #B2BMarketing #AlwaysOn #SignalBased

What worked in 2022 isn't going to work in 2025 (and in fact, as we reflect on the year past, didn't work in 2024). Instead of demand gen, should we be focusing on brand preference? Making sure you're on the short list that the BUYER is driving, versus trying to push their buying cycle along? An interesting concept that Kerry Cunningham covers in part 2 of The RevRoom podcast he joined us for! Part 1 (ICYMI) was about HOW buying behavior has changed, Part 2 is about WHAT to do about it! Be sure to watch (or listen to) the full podcast so it can inform your 2025 strategy!

"Stop asking for demos. Start building relationships." ?? New Research Alert: The B2B Buying Revolution You Can't Ignore Just wrapped a fascinating episode of The RevRoom with Kerry Cunningham, Head of Research at 6sense. The data he shared about B2B buying behavior will transform how you think about lead generation. ?? Key findings that stopped us in our tracks: - B2B buying cycles average 11 months with 11 stakeholders - Each additional vendor = +2 months & +2 people - 70% of buying decisions happen before sales contact - Only 20% of buying group members will complete your forms - By the 70% mark, most buyers have their vendor picked ?? Here's the wake-up call: Your lead conversion challenges aren't about quality—they're about timing. When 50-60% of your leads are from accounts too early in their journey, no amount of BDR follow-up will accelerate their readiness. ?? Want to know how to adapt your strategy for this new reality? Don't miss Part 2 of our conversation where Kerry shares actionable steps to transform your marketing approach. What's your take on these findings? Have you noticed similar patterns in your B2B buying cycles? #B2BSales #MarketingStrategy #LeadGeneration #RevenueTechnology #SalesInsights #TheRevRoom