RELATIONSHIP, LOYALTY & NURTURE

MARKETING

Don’t Letting Jargon Trip You Up!

© Sharon Moore 2014

ARE YOU SPEAKING THE SAME LANGUAGE?

You’re a marketing pro with many successful campaigns under your belt. So don’t get tripped up at your next client meeting or job interview by terminology.

Maybe you say relationship marketing and they say loyalty marketing. That could be you saying tomato vs. them saying tomahto.

But when they say nurture marketing, that’s a totally different vegetable.

Read on for a quick brush up before anyone calls anything off!

QUICK DEFINITIONS

The terms relationship

marketing, loyalty

marketing and brand

loyalty marketing are

often used fairly

interchangeable.

The fundamental

principle is that keeping

existing customers is far

less expensive than

acquiring new ones.

Nurture marketing is a

tactic within a Marketing

Automation software

system.

It is focused on building

and maintaining

relationships, although

the primary goal is

creating qualified leads

for the sales team.

Relationship & Loyalty Nurture

CR

EA

TIN

GA

NE

MO

TIO

NA

LC

ON

NE

CT

ION

Know Your

Customers

Provide Valuable

Information

Connect with

Customers Where

They Like to Go

Have Two-way

Communications

Build Credibility

Stay Engaged Over

Time

Reward Customer

Loyalty

Listen to

Customers

Be Social on Social

Media

Relationship Marketing

An approach designed to develop

strong connections with customers by

providing them with information

directly suited to their needs and

interests.

The focus is building brand loyalty

through customer satisfaction rather

than driving transactional sales.

Positive outcomes include repeat

business, increased word-of-mouth

activity and a willingness on the

customer’s part to provide information

to the organization.

RE

WA

RD

ING

LO

YA

LT

YO

VE

RT

IME

Common Tactics

Rewards Programs

Sweepstakes

Contests

Games

Promotions

Reward Points

Future Discounts

Coupons

Premium Services

For a Fee

Loyalty Marketing

Designed to enhance brand loyalty by

cultivating ongoing relationships

between brands and customers.

The goal is to retaining existing

customers and grow revenue per

customer over time.

Loyalty marketing can involve using

data to calculate customer lifetime

value (CLV), a prediction of the net

profit attributed to the entire future

relationship with a customer.

Loyalty marketingcan also refer to

customer programs in the retailing

industry.

NURTURE MARKETING: OBJECTIVE

To move potential customers along a structured sales funnel using a

Marketing Automation software program or platform.

The Sales Funnel is Suspect Prospect Lead Opportunity

Suspect Contact in Your Database

They may have visited your

website,signed up for a

newsletter,commented on your blog

post, followed your company on

LinkedIn or liked your Facebook page.

Prospect Looking for Information

They will provide personal details in

exchange for desired information.

This might include filling out a web form

or subscribing to a newsletter.

Lead Qualifying Criteria + Action

Criteria set by sales/marketing. May be

geography, industry vertical, company

size, title, etc.

Action might be registering for a

webinar or opening an email.

Opportunity Meets Threshold Score

They have an identified need, are

interested in your product and have the

required budget and authority.

Handed off to sales.

NURTURE MARKETING: TACTICS

Multiple tactics can be selected and placed in a plan that is automatically

triggered and run be predetermined criteria.

Drip Marketing

Programs to maintain contact with

suspects and prospects by sending

messages in predetermined

chronological order.

Trigger Marketing

Messages are delivered to prospects

based on events or interactions,

according to a plan that defines what

these events indicate.

Nurture Marketing

Messages and offers are based on the

prospect’s position in thesalescycle and

the details in their profile. Goal is to

deliver appropriate and timely

information.

Closed Loop Marketing

Program that tracks and analyzes every

touch, interaction and advance from

suspect to customer.

Employs nurture marketing techniques

to expedite the movement from suspect

to customer.

RE

TA

ININ

GC

US

TO

ME

RS

ISA

LW

AY

ST

HE

GO

AL

Marketing

Automation is a hot

topic with all kinds

of buzz.

The reality is that it

is not a marketing

panacea, but it can

be a very smart

investment if your

company can make

good use of it.

Like all

investments, it

must be evaluated.

Read my article

Marketing

Automation

Basics to learn

more today.

What Do You Need to Take Away?

Relationship marketing is as it

sounds: a strategy of building and

maintaining relationships with

customers over time that offer mutual

benefits.

Loyalty marketing is also as it sounds:

a strategy of rewarding customers for

being customers and encouraging

them to stay loyal.

Nurture marketing is a practice of

using Marketing Automation software

to create qualified leads for sales.