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Nurturing

A Relationship Building Approach

"Nurturing" is often used as buzz word by marketing service providers, yet few companies really understand what it takes to effectively nurture the enterprise market.

Myths that Marketing Services Providers will "sell" companies include:

  1. You can nurture a complex sales cycle using e-mail only.
    False: Relationships cannot be nurtured via email only. Relationships are established and developed via conversations.
  2. All prospects that have been coded as a "Warm" lead should be contacted within the same intervals.
    False: Successful nurturing relies on customized contact strategies based on individual prospect requirements, needs, etc.

Nurturing can be supremely valuable in B2B marketing - especially when companies use nurturing to fill the "black-hole" between sales and marketing.

TeleNet has developed a nurturing process using proven methodology, which combines telemarketing, email and micro-websites while leveraging our client's direct mail activities, regional events and media placement. By creating prospect profiles, TeleNet determines individual pain points and then communicates with the market based on what's really important and relevant to each prospect. The result of the approach is a one-to-one communication, which positions our client's as "advisors".

TeleNet works with our clients to implement 3 steps to ensure a successful Nurturing strategy:

Lay a Foundation for your prospect relationship
Relationships must begin with a conversation. Therefore, call your prospects in order to initiate the relationship, determine their buying stage and begin creation of a prospect profile.
Segment prospects based on their buying stage
Active Engagement - prospect has potential need and/or level of interest
Passive Engagement - prospect is qualified, but no current interest level
Build an ongoing contact strategy customized to your prospect
Show that you understand the prospect's need and concerns by providing relevant info based on their industry, environment, etc. With each contact to your prospect, capture information allowing you to build a prospect profile. This data enables you to most effectively communicate with your prospects, and will provide your Sales Team with the most effective information in order to "win" the business.

Nurturing is a relevant, consistent dialog until the prospect is "sales ready".

Find out how TeleNet's expertise can help you strengthen your pipeline and eliminate the "black hole" between marketing and sales. Contact us online or call 877.282.2345.