Why your nurture programs flop.
Nurture programs should be not taken lightly. They take a long time to plan, prepare, and implement. I’m going to show you how to make every nurture program you create successful.
The two biggest reasons why your nurture program flops:
- You can’t measure the program’s success
- You waste time creating a nurture program that doesn’t deliver value
It is downright *challenging* to prove Marketing ROI on something you’ve built! I have been there: busting your **** for over a quarter to outline a nurture program strategy, get copy finalized, implement the HTML, create a slide deck for the announcement, only to get from your CMO: “Can you show me some data on how this has positively impacted the business?”
On top of that, nurture programs require a lot of upkeep and vigilance. As a Marketing Automation Manager, it’s your responsibility to ensure you are spending time on programs that are make an impact to the business.
There are millions of (valid) reasons why marketers just want to throw up their hands up in defeat. To create a high impact nurture program, you need to own your success metrics and reporting, and easily determine whether it’s making an impact on the business.
In this 2 part blog post, I’ll show you how to address the two biggest challenges faced when creating a nurture program, using split testing as a framework. With the right preparation, and by owning your reporting, you will create high impact nurture programs, every time.
If you haven’t tried A/B testing your nurture programs, I cannot recommend it enough. A/B Testing allows you to report clear results, and cuts down time spent debating over what programs to run or maintain. A/B testing may sound technical and analytical, and in some ways it is. But it is the simplest way to empower yourself to be a data-driven marketer, with minimal implementation time.