Best Practice Report

Customer Relationship Nurture: Segmentation and Data

January 1st, 2018

Summary

Supporting and engaging customers after a sale requires an approach similar to what marketers have created to nurture leads, albeit with different goals. Customer relationship nurture strategies focus on helping customers get the most out of their investment and become advocates for the brand. Use a consistent framework to determine the right approach and message structure for nurturing different types of accounts and customer roles.

Nurture is a significant opportunity in customer marketing, as implementing a process for systematically nurturing relationships can improve loyalty and eventually generate incremental opportunities. In this report, we outline layers of segmentation for customer relationship nurture and their corresponding data requirements.

Although the concept of customer relationship nurture is easy to understand, successful execution relies on the quality of available data on accounts and contacts. At a minimum, data must include account type and some general concept of role; otherwise, nurture streams will be too generic to be valuable. Fortunately, efforts to improve customer data will also benefit future account-based marketing efforts around cross-sell, upsell and retention.

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