Customer Nurturing

Keep Converting Your Customers

Everyone pops the champagne when a prospect chooses us over our competitors.

But don’t spend too much time partying—there’s more work to do. Closing a new customer marks the beginning of revenue growth, not the finish line.

Customer Nurture happens in the Post-Purchase phase of the revenue process during that pivotal part of the Loyalty and Advocacy customer journey. This integrated strategy and set of coordinated tactics repositions existing customers from one-time purchasers into loyal advocates.

Many of the same strategies, technologies, channels and foundations that fuel your mid-funnel lead nurture program can be used to nurture your customers. But you can’t just copy and paste. Customer Nurture programs deserve special attention and focus, especially in an account based marketing approach.

The probability of selling to an existing customer is 60 to 70%. The probability of selling to a new prospect is 5 to 20%.

– Marketing Metrics


Customer Nurturing is an increasingly critical part of any integrated demand generation program. If you’re going to spend the time and resources aligning marketing and sales departments, creating a strategy and roadmap, executing lead generation and nurturing campaigns, and driving it home with a strong sales enablement program, why not repurpose all of that work to build an effective, post-purchase Customer Nurture program?

An effective Customer Nurture program does not replace Customer Service. Instead, it recognizes that the customer phase of the buyer’s journey has stages too: onboarding, adoption, training, mastery and expansion.

Every Intelligent Demand Customer Nurturing program begins with a deep understanding of how your customers are experiencing your company’s unique value proposition in action. We create an integrated strategy and program design that helps you build that relationship with your customer base and makes sure they have the right information when it comes time to renew.

We use data, analytics, and an agile, collaborative approach to optimize your program after launch to unlock layer after layer of revenue impact and ROI. That kind of integrated, agile and collaborative methodology (we call it Real Revenue Transformation™ is what makes our approach to Customer Nurturing so effective.

Here are some of the campaigns a mature Customer Nurture program will contain:

  • Welcome
  • Adoption
  • Retention / Renewal
  • Cross-sell
  • Upsell
  • Referral
  • Behavioral triggered nurture
  • Re-engagement
  • Event triggered nurture
  • Product training
  • Targeted nurture (persona, stage, industry, topic)
  • Survey
  • On-demand communications