Email Nurturing


The pace of innovation and number of tactics available to marketers today is nothing short of incredible.
But, just one tactic continues to persist over time: email marketing.

Why? The reason is clear - email is the category generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI and gives marketers the broadest reach of all the channels available to them. Email is also 40 times more effective at acquiring new customers than Facebook or Twitter.

Whether you want to grow your business, acquire new customers, launch a new product, or offer a promotion, you turn to email. But to succeed with email marketing in an environment where so many are vying for attention, your approach must be modernized and provide true value to your contacts.

The resources below are here to help you craft and refine your email marketing strategy so it delivers that 400% ROI.





Bounce rate: The rate at which your emails are not delivered. There are two types of bounces, hard and soft, both of which are defined later in this glossary. An acceptable bounce rate is less than 5%.

Bulk mail: Large scale email marketing sends in which the same content goes to a large group of people.

Can-SPAM Act: A law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

CTR (Click-through rate): The percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a given URL in your email.

Double opt-in: The recommended method of building an email list, it requires subscribers to confirm their opt in by clicking a link in a confirmation email or responding to the confirmation email in some other way.

Email Campaign: An email or series of lead nurturing emails designed to accomplish an overall marketing goal.

House list (or Retention List): One of your most valuable marketing assets, it's a permission-based list that you built yourself with opt-in subscribers.

Open rate: The percentage of emails opened in an email marketing campaign, or the percentage opened of the total number of emails sent.

Opt-out (or Unsubscribe): When a subscribers chooses not to receive email communications from the sender anymore, and requests removal from your email list. It is legally required that you provide a clear way to opt out in every email you send.

Personalization: Adding elements to your email that are personalized based on information you already know about them. It could refer to addressing the recipient by name, referencing past purchases, or other content unique to each recipient.

Sender score: A reputation rating from 0-100 for every outgoing mail server IP address. Mail servers will check your Sender Score before deciding what to do with your emails. A score of over 90 is good.

Spam or UCE (Unsolicited Commercial Email): Email sent to someone who has not opted-in or given permission to email to the sender.

Nurture Marketing


Forming relationships with your leads is an important if you want them to actually turn into customers. This is where nurture marketing comes in. Nurture marketing involves reaching out to people on a regular basis, providing them the information they need about your business and building strong relationships with them. Essentially people do business with people and brands they like, respect and trust.

Who should you nurture?

  • Leads - to stay top of mind, educate them about your value, overcome their objections and build their trust with your brand.
  • Advocates - by keeping them up to date on their referrals, sharing your successes, and show that others refer.
  • Customers - by rewarding them for doing business with you, to keep retention rates high, to sell them additional products and services and to increase referrals.
  • Prospects - to introduce your business to people who haven't heard of you yet, to launch new products and services, and enter new markets.

Why does nurture marketing work? Repetition. Repetition breaks through the clutter, provides credibility and provides information in digestible chunks ideal for today's buyer.

Below are resources to help you launch and perfect your nurturing strategy.





Behavior-based marketing automation: A system that triggers emails and other communications based on user activity on and off your site. It enables marketers to nurture leads and send them information only when it is most relevant to their stage in the buying cycle.

Lead segmentation: The act of subdividing contacts into groups with similar characteristics or interests, who are likely to exhibit similar purchase behavior, in order to efficiently find the right audience for an upcoming marketing campaign.

Closed-loop marketing: The practice of closed-loop marketing is being able to execute, track and show how marketing efforts have impacted bottom-line business growth. An example would be tracking a website visitor as they become a lead to the very last touch point when they close as a customer.

Inbound methodology: This methodology takes into account both the goals of the buyer and the company and is a map for aligning those goals. The inbound methodology completes this by helping marketers know which kinds of content are right for buyers in each stage of the sales funnel.

Marketing automation: Refers to the software that exists with the goal of automating marketing actions. Many marketing departments use it to automate repetitive tasks such as emails, social media, and other website actions.

Marketing Qualified Lead (MQL): A lead that shows interest through interaction via an email signup or contact form. MQL’s usually need to be researched further to see if they are a real prospect and converted into a Sales Qualified Lead (SQL).

Sales funnel: A visual representation of the journey that buyers take from strangers to customers and evangelists of your company used to categorize contacts. The top of the funnel represents people who are farther away from buying (strangers, visitors, subscribers) and the bottom of the funnel represents people who are closer to buying (SQL‘s, Opportunities, Customers, Evangelists).

Return on Investment (ROI): A performance measure used to evaluate the efficiency and profitability of an investment, or to compare the efficiency and profitability of multiple investments. The formula for ROI is: (Gain from Investment minus Cost of Investment), all divided by (Cost of Investment).

B2B Marketing


We all know its ultimately human to human, but their are some marketing strategies and tactics that work best in the context of B2B, where sales cycles are longer and multiple stakeholders are involved.

B2B marketing success comes from embedding your company in the industry, building credibility and making your product or service seem like a staple. B2B marketing tactics include:
  • Hosting informational webinars and in-person trainings;
  • Setting up booths at popular industry tradeshows;
  • Creating content that positions your company as an industry expert;
  • Maintaining an active, interactive social media presence;
  • Attending industry networking events and;
  • Building buyer relationships.
The success of these tactics is vastly improved when combined with a solid lead nurturing strategy and marketing automation. Boost your B2B, or business to business, marketing with our tips and tricks for improving ROI, shortening sales cycles, and boosting customer acquisition.


Diagram: B2B MARKETING IN 2018

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Account-Based Marketing (ABM): A framework focused on targeting specific accounts or account segments, usually by purchase history, firmographics, product need, or strategic value. The objective of ABM is to add new accounts or increase revenue per existing account rather than focus on individual leads.

Advocate Marketing: The combination of customer service and marketing to have customers satisfied. A satisfied customer is rewarded for the advocacy they perform for the company.

B2B: Business-to-business; the exchange of products, services or information between businesses.

Churn Rate: A metric that measures how many customers you retain and at what value. To calculate churn rate, take the number of customers you lost during a certain time frame, and divide that by the total number of customers you had at the very beginning of that time frame.

Campaign: A way of organizing marketing efforts. Often B2B marketers will use some combination of marketing tools (webinars, ebooks, white papers, press releases, events, keywords, blogs, keywords, social media messages, and buyer personas) for one unified purpose. All the tools that are used for the one purpose are categorized as a campaign.

Cost per customer acquisition (CAC): The price you pay to acquire a new customer. Calculated by dividing all the costs spent on acquiring more customers by the number of customers acquired in the period the money was spent.

Prospect: A person or account who shows interest in what you are selling. In most cases, they fits your target market and have the means to buy.

Sales Cycle: The process that companies undergo when selling a product to a customer. It encompasses all activities associated with closing sale. 

Sales Qualified Lead (SQL): A lead that has been determined to have the ability to purchase your company’s products or services. A sales qualified lead is then passed from the marketing team to the sales team to hopefully be closed into a customer.

Small and Medium Sized Businesses (SMBs): Also called Small and Medium Sized Enterprises (SME’s), and refers to businesses with numbers between 1 and 999 employees. In general terms, a small business has less than 100 employees, while a medium business has between 100 and 999.

Lead Nurturing Campaign


While leads can be “hotter” or “colder”— more or less prepared to embark on the buyer’s journey— the fact of the matter is that over 90% of the leads who come to your website aren’t ready to make a deal. A lead nurturing campaign focuses on actively moving leads you've garnered from lead generation and marketing efforts into paying customers.

Implemented properly, a lead nurturing campaign offers a variety of benefits. Most obviously, it will increase the rate of leads who make it all the way through your sales funnel and become customers.

Other positive results of lead nurturing campaigns include shorter sales cycles and lower cost per customer acquisition, which means increased ROI. Additionally, through building out a nurturing campaign, marketers can learn to better identify customer needs and understand leads themselves, build a stronger reputation in their industry, and set the stage for stronger relationships with those leads who become customers.





BOFU: The Bottom-of-Funnel is the stage of the buying process leads reach when they’re just about to close as new customers. They’ve identified a problem, have shopped around for possible solutions, and are very close to buying.

Buyer persona: A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

Landing page: A landing page is a website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer.

Marketing funnel: A visualization of a company’s process of generating, qualifying, and closing leads into customers. Typically consists of 3 stages: TOFU, MOFU, and BOFU.

MOFU: The Middle-of-Funnel stage. Offers in this stage are potentially the most important in the funnel, as they distinguish “good fit” leads and begin to pull them in. Prospects have moved on to determining the best solution for their problem, so you can now focus on why your company’s products/services are their best choice.

TOFU: The Top-of-Funnel stage. Prospects in this beginning stage are typically trying to solve a problem, and thus want to be educated and acquire relevant information to determine the best solution.

Workflow: Another way to describe a lead nurturing campaign. It’s a set of triggers and events that move a lead through the nurturing process. A workflow can also serve other purposes, such as adjust contact properties on a lead record based on certain conditions, or adding a contact record to a certain list.

Drip Campaign


Drip campaigns, also known as drip marketing, automated email campaign, lifecycle emails, autoresponders and marketing automation, are a communication strategy that "drips" a series of messages to leads or prospects over time. A central part of a drip campaign are emails, although other media can also be used as supplements.

Drip campaigns are automated sets of communication that go out based on specific timelines or user actions. They enable you to stay in touch with groups of people based on events like when a user signs up for an account or how often that user visits your site. Each time a drip email is sent out, it comes from a queue of already-written emails—there's no need to manually write and send each one. They can even be personalized with your contacts' name, company info, and more.
Put simply, drip marketing is all about giving people the right information at the right time.

It can feel intimidating to plan out such a long-term campaign, but we can make the process simpler by providing advice on strategy to make your drips bring in a steady flow of customers.





Abandoned cart emails: Automated email reminders sent to customers who exit a website after adding items to their shopping cart but failed to complete the purchase. 

List segmentation: Selecting a target audience or group of individuals for whom your email message is relevant. A segmented list means a more targeted and relevant email campaign, thus a higher response rate and less unsubscribes and spam reports.

Triggered email: Automated emails that are triggered based on specific events, such as an action taken (or not) by a website visitor, or a meaningful change in a customer's behavior or profile.

Drip emails: A series of automated emails dripped to customers or prospects over time on specific timelines.

Drip marketing: A communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time.

Welcome email series: A series of automated emails new subscribers get as soon as they sign up for your email list.

Inbound Sales


Inbound sales is a personalized, helpful, modern sales methodology. Inbound salespeople focus on their prospect's pain points, act as a trusted consultant, and adapt their sales process to the buyer journey. Personalization is essential in this process as each customer is unique and no one sales technique will work for all prospects.

Check out these resources for more information on how to effectively appeal to your buyer's needs and close that sale!





Always Be Closing (ABC): A phrase used to remind sales to always look for new customers, pitch products or services to those individuals, and then complete the sale. ‘Always Be Closing’, as a strategy, is about the salesperson being persistent but also knowing when to cut losses.

BANT: Budget, Authority, Need, and Time. A method for qualifying both likely and desirable sales prospects, who should have the proper resources for your product/ service.

Lead scoring: Ranking prospects on a scale (based on attributes, behaviors, etc.) that represents their perceived value as a lead. The scores are used to prioritize the company’s engagement with the most valuable leads.

Pipeline Management: A cross-project management tool that systematically tracks open sales opportunities as they move through your sales process.

Lead fit: How well a particular buyer matches your brand’s ideal prospect, or usual buyer.

Customer Relationship Management (CRM): A set of software programs that let companies keep track of everything they do with their existing and potential customers.

Smarketing: A fun phrase used to refer to the practice of aligning Sales and Marketing efforts.





A/B Testing: The process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts. This is often done in email marketing (with variations in the subject line or copy), calls-to-action (variations in colors or verbiage), and landing pages (variations in content).

Analytics: The discovery and communication of meaningful patterns in data. In marketing, it’s looking at the data of one’s initiatives (website visitor reports, social, email, etc.), analyzing the trends, and developing actionable insights to make better informed decisions.

Call-to-Action: A text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become a lead.

Content Management System (CMS): A web application designed to make it easy for non-technical users to create, edit, and manage a website.

Conversion Path: A conversion path is a series of website-based events that facilitate lead capture.

Conversion Rate Optimization (CRO): The process of improving your site conversion using design techniques, key optimization principles, and testing. It involves creating an experience for your website visitors that will convert them into customers.

CTR: Click-through rate; a percentage of how many users click on a link included in a webpage or email, whichprovides a way of measuring the success of the campaigns.

Friction: Any element of your website that is confusing, distracting, or causes stress for visitors, causing them to leave your page.

Mobile optimization: Designing and formatting your website so that it’s easy to read and navigate from a mobile device.

Website bounce rate: The percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site.

SubTopic 7



Diagram: How Can I Improve My Marketing?