Nurture. When marketing gets hold of a word and bleeds it dry.

I know what nurture means. It means to sustain, feed, grow. To marketers it means to email, slowly, or quickly ’til death us do part. Sorry content people and marketo admins. I know what you’re trying to do but maybe the software is veiling your view of the world. It seems that nurture is a good place for marketers to hide, behind white papers, blog posts and pipeline stats. I know – we’re supposed to be selling stuff, right? What if nurture could include the real time experience providing the info needed right then, to reduce abandonment and increase conversion. Wouldn’t that be nurture too? Just not as we’ve now defined it. Let’s move on.

About Ann James

Expert B2B marketing generalist. Digital advantage meets offline. Obsessor of results. Curious, doer, collaborator, deliverer. Questionner. So What? B2B marketer offering a unique combination of creativity, strategic planning and 'can do' attitude. Over 20 years' experience in marketing SaaS & tech for EMEA start-ups, scale-ups and corporate organisations. Extensive skills in creating successful messaging and campaigns to ensure lead and business generation in competitive and emerging technology markets. Highly organised with particular attention to detail, an excellent communicator and pragmatic marketer, delivering programmes that get results. The 'So what marketing' blog is the expression of all I have learned - am still learning - about B2B marketing - I hope it's of some use to you. Contact me for consultancy, contract or permanent assistance to boost your sales pipeline. https://www.linkedin.com/in/ann-james-627973/

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