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How to Nurture Contacts Beyond the Inbox

Editor’s Note: Today’s post comes courtesy of Pete Schott, Product Marketing Manager at Bizo. Pete is responsible for social, content and product marketing at Bizo, which specializes in business audience marketing. He has a background in both marketing and sales with several San Francisco start-ups. Follow Pete on Twitter @slapschott.

Marketing automation systems are primarily known for automating email delivery, lead nurturing, database segmentation, and marketing attribution analysis, among other things. “Marketing automation” as a term in fact, is most commonly associated with email marketing alone.

But just like marketers’ responsibilities are expanding, so is the breadth of functionality of automation tools. The SIIA CODiE Awards validated this evolving definition of marketing automation with their selection of Bizo Multi-Channel Nurturing for Oracle Eloqua as 2014’s Best Marketing Automation Solution. Finalists for the award included Marketo, Adobe Campaigns, and Bronto Software.

This honor highlights the role of marketing automation beyond the scope of email – enabling marketers to nurture leads across email, display, and social advertising. Just as importantly, marketers can apply this multi-channel nurturing approach to both anonymous and known contacts. Here’s what you need to know:

Nurture Known Contacts Beyond the Inbox
Ensuring that your audiences are receiving consistent communications across all channels is an essential to effective engagement. By supplementing email nurture programs with display and social advertising, marketers can ramp up communications with known contacts – delivering a consistent message across each channel. This synchronized approach supports your audience’s learning and discovery as they move through a nurture path. With the average email open-rate standing at 20% on average in B2B, this results in more effective delivery of your nurture messaging, and known contacts moving more quickly through the sales process.

Bring the Power of Nurturing to Anonymous Web site Visitors
While most of your website visitors are anonymous, they, too, demand personalized, consistent communications. On average, 95% of visitors to B2B web sites leave without converting – representing a massive pool of prospects that otherwise couldn’t be nurtured. But our joint tools are focused on enabling marketers to effectively engage anonymous website visitors by nurturing them via display and social ads in the same way they are accustomed to via email. Using their unique interests based on website navigation, business demographics and more, anonymous visitors are nurtured beyond the email inbox with waves of highly relevant display and social ads, generating more leads and building your known contact database.

“Always on” marketing is evolving from an interesting concept into a must-have strategy for B2B marketers. As marketers it’s our duty to help create rich, personalized experiences for our prospects whether they are checking email, browsing the Internet, perusing Facebook and more. By synchronizing channels that were once siloed, you can consistently deliver the right messages to the right people at the right time, and help speed prospects through your sales process.

Ready to craft your own multi-channel nurturing strategy? Download a free copy of “The Eloqua User’s Guide to Lead Nurturing Beyond the Inbox.”

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