Some lead nurturing campaigns are fairly universal, easily finding an effective role in nearly any business. However, most industries have unique products and customer behaviors that can benefit from their own specific nurture flows.

Let’s discuss some important nurture campaigns that are common in the following industries:

  • Financial services
  • Logistics & distribution
  • Manufacturing
  • Sports & entertainment

Related post: Lead Nurture Campaigns Every B2B Brand Needs

Financial Services

Banks, brokerages, insurance firms, and other financial services companies have unique nurture campaign opportunities, including:

  • New account holders onboarding. In addition to educating new customers on how to use their account online, a key goal of these nurture campaigns is often to have them visit a branch and meet with a rep, who can help with onboarding as well as identify potential cross-sell opportunities. Many brands include incentives like gift cards to encourage branch traffic early on. 
  • Product cross-sell. These campaigns try to get customers to buy products that are complementary to the ones they already own. For example, if a customer has a small business checking account, the campaign would promote small business credit card accounts.
  • Application abandonment. Financial services applications are complex and often involve multiple steps, which sometimes involve partners and third parties. For those reasons, a one-size-fits-all abandonment campaign isn’t sufficient. Brands need to have abandonment series that fit the particular demands of different kinds of applications.
  • Prospect nurtures. On the B2B side, financial services firms can nurture interested prospective financial advisors and institutions to encourage them to transition to their broker-dealer.

Related checklist: 110+ Automated Campaign Ideas

Logistics & Distribution

Carriers, warehousing, delivery, and other logistics and distribution companies have unique nurture campaign opportunities, including:

  • Service cross-sell. These campaigns promote complementary services. For example, a customer using a provider’s warehousing services might promote drop shipping services to handle both the warehousing and delivery of larger products.
  • Promotional nurtures. These nurture campaigns raise awareness of and promote products that aren’t related to products or services currently being used by a customer. For example, a distribution company might promote used vehicle sales, offering discounts and deals on financing. Contacts remain in the nurture until they engage or until the nurture series ends, at which point they’re moved into a non-engaged nurture or re-engagement campaign that reminds the contact about used vehicle sales periodically.

Related on-demand webinar: Evolving Your Account-Based Marketing Program

Manufacturing

Automotive makers, factory equipment producers, heavy industry, and other manufacturing companies have unique nurture campaign opportunities, including:

  • Dealer relationship-building nurtures. Many manufacturers make most of their sales through dealers and wholesalers, especially for smaller buyers. To nurture these relationships, many provide updates on their latest products and services, spotlight partners and dealers, and offer new sales kits and collateral to use with customers. They also highlight industry news and events.
  • Direct-to-business nurtures. Many manufacturers maintain direct relationships with their biggest customers. Their nurtures are often pegged to the lifecycle of a customer’s existing products, promoting new products and trade-in offers as a product nears its end of life. Other nurtures revolve around product education and usage.

Related post: Messaging & Content Strategies for Long-Lifespan Products

Sports & Entertainment 

Operators of sports stadiums, festivals, concert halls, theaters, and other entertainment venues have unique nurture campaign opportunities, including:

  • Season ticket holder nurtures. Because these have the highest lifetime value of all their customers, venues wisely pay extra attention to them. And they pay even more attention to suite-holders. These nurtures include insider content and interviews, presale ticket buying opportunities, discounts at stadium merchandise stores, and season ticket renewal messaging, among others.
  • Event day nurtures. Repeat purchases depend on fans having not only a great time at the event, but as few hassles as possible coming and going. As appropriate, these “Before You Go” campaigns coach fans through the entire experience, including how best to get to the venue, where to park, any pre-event activities, the location of on-premise eateries and stores, and more. 

Chances are that your business has unique nurture opportunities as well. You can identify them by examining your customers’ pain points, as well as looking at the behaviors of your best customers and trying to nurture those in your other customers.

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Need help with your lead nurture campaigns? Oracle Digital Experience Agency has hundreds of marketing and communication experts ready to help Responsys, Eloqua, Unity, and other Oracle customers create stronger connections with their customers and employees—even if they’re not using an Oracle platform as the foundation of that experience. With an NPS of 66, our clients are thrilled with the award-winning work our creative, strategy, and other specialists do for them.

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