B2B Software Nurture Stream Workflow Examples

[Anonymous]

Are there any B2B software companies out there using nurture streams and if so, would you be willing to share any workflow diagrams you have on the setup of your streams? We have a structure in place for our's, but I feel like there is a better way and would like to hear/see how others are doing it. Thanks so much!

[Dory_Viscoglio]

Hey Amy Green​, I think this is actually a pretty complex question that could really depend on how many different softwares you market, the pricepoint of the software, timeframe for purchase, and potential buyers of the software. Without some more background knowledge about what you're trying to accomplish, this is a very vague question that could be answered in multitudes of ways (unless that's what you're looking for )

[Josh_Hill13]

I agree with Dory Viscogliosi​.

But Smart Bear and a few other firms have done extensive presentations on summit.marketo.com. Each situation will be different, so use these only as a guide.

If you are having trouble mapping out the customer journey and translating it to Marketo, please see: How to Use Marketo Engagement ProgramsMarketing Rockstar Guides

and think about the following issues as you map it on a whiteboard:

• Entry - who enters, when?
• Exit - when is someone paused or removed?
• Goal - what is the point of your nurture? MQL? Sale? Get more info? This leads to your Exit

The Streams are more about:

• Buying Stage
• Timing - accelerate? decelerate the emails?
• solution area, although I don't recommend this one.

[Anonymous]

Thank you Dory and Josh. Yes, it is very complicated. We market 4 main products for new logo customers all in the construction market. Currently we have our streams setup by role, then by solution and just looking for some examples of how others are structuring their's. I realize it could happen many different ways, but just looking for a few comparisons. Particularly, I am interested in what a buying cycle stream might look like. As stated earlier,right now it is more solution based.