What’re Nurture Sequences
A common practice is the nurture sequence where sales teams put unengaged prospect or prospects who aren’t in an active sales cycle. They are put in a time-based sequence where they’re sent automated marketing emails with the intent of being “top of mind”.
I haven’t met a single tech buyer who has been thrilled at being put in an automated email sequence.
The Alternative
Here’s an alternative approach that will yield better results than the traditional nurture sequences.
The What
Outside of automated time-based sequences, use triggers such as:
- Something that has happened in their industry/company that you can provide some insight on
- This is most impactful when one has a unique non-GPT independent take on it
- A new customer success story that’s relevant
The When
This depends on the momentum that you and they’ve synced on. What level of “engaged” are they? e.g.
- Do they’ve an active need or are in reading up mode?
- What does their budgeting cycle look like so that even if they can’t buy in the same fiscal year, by when do they need to build a business case to have the budget available?
Decision Point: When to Call it Quits
This depends on the level of effort required for the nurturing and TAM. If one has a handful of strategic accounts then every contact counts. If it’s a large territory then I’d work on tiering as step 1. If someone isn’t in market now doesn’t mean that they won’t be in market next Quarter or Fiscal Year. The potential revenue & ability to buy should dictate this decision.
Automation
At the very basic level, a recurring blocked timeslot in one’s calendar works. Ideally, there’d be a sales platform that has an AI agent for each prospect which would continue to monitor news regarding them and their industry and log those as tasks for the sales rep to email the prospect on.
This is an extract from my answer to a question on this topic posted on a Slack community.