4 Steps to Better Nurture Sequences

Growth Lab is a weekly newsletter purely for B2B marketers in biopharma.

Each edition features; a thought from me and a B2B marketing play to add to your swipefile.

Life science marketing is ultra competitive.

We’ve got complex buying cycles and multiple decision makers, we know effective nurturing will help us stay top-of-mind, educate prospects, and guide them through the buyer's journey.?

But unfortunately our beautiful sales funnel might not look like a funnel at all, it probably looks like this…??

I'm often asked about nurture strategies and nurture sequences following engagements like events and webinars. Do they work? And what does a good one look like?

IMO - It depends what you're optimising for. In today's fast paced world, the desire for quicker wins and higher velocity is leading some teams towards less nurture and more churn.

While not every contact will become your next order, each new person represents a potential new relationship with your brand and that should matter for something.

So, what's the best way to continue the conversation after an event???

If you don’t have a systematic plan for what engagement looks like post-event, don’t worry, you’re not alone.???

So here’s a simple 4 step framework for building your nurture sequence and nurture strategy:?

? Understand Intentions

People entering your marketing environment come with varying intentions. They may have attended a webinar to benchmark their work, seek guidance on a specific technique, or to get smart on the subject as quick as possible.? Buying a solution might not be what they came for.??

Once you understand that, you can be more intentional about what a reasonable next step might be that adds incremental value on why they engaged in the first place.??

If their intention was ‘I need help’, then yours should be ‘I will be helpful’. A mindset to provide value first will establish trust, and position your brand as a valuable resource.?

?Segment Your Data

Segment the leads based on (1) existing contacts in your CRM, (2) new contacts from companies you do know, and (3) completely net new contacts/companies.

This segmentation allows you to tailor your messaging, increasing the chances of resonating with your next message.?

? Develop a Content Strategy

A well-planned content strategy is crucial for a successful nurture campaign. You can leverage simple things like additional webinar insights that the speakers couldn’t get around to, additional case studies, and follow-on resources. DON’T send product info! They’re going on a learning journey about the problem they have not the product you sell. Catering content to that and you’re in a good place.???

?Use Multiple Touchpoints

Don't limit the nurturing to just email.? Channels like LinkedIn, phone calls, and retargeting will create more ways of keeping you front-of-mind and will have you showing up where they hang out.?

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Effective nurturing is a long game, but it doesn't have to be complicated.

With the right intention, understanding your prospects, and a challenge-led content strategy, you can create a plan that helps prospects move through your squiggly funnel with a lot less friction.??

One for the swipefile

On of the main reasons I started this newsletter was to practice writing.

I've never liked it, I get distracted and frustrated too easily to be able to commit to a significant block of words on a page. There are some people, like Vikki Ross that writing comes naturally, however in this podcast, she and the host Jon Evans have a good crack of teaching the art of copywriting.

Highly recommend giving it a listen.