The Evolution of Lead Nurture
The formula for a successful lead nurture program has changed. Nurture still has a critical role in the B2B marketing mix, but experience is key.
It has long been fashionable to predict the death of email nurture. Whether it was the widespread usage of BDRs, the rise of ABM or the current AI hype, every new marketing trend is predicted to mark the end of email marketing in B2B. Yet, nurture campaigns are still running, and are still producing results.
In truth, much has changed within B2B marketing and that has impacted lead nurture strategies more than most. The traditional formula for large-scale drip nurtures stopped generating leads years ago. Poor content sent to a mass audience no longer converts, regardless of the channels or strategies you use.