Business Innovation, Referral Marketing, Keep in Touch, Nurture Marketing,

7 Min Read

How Nurture Marketing Brings the Human Element Into Sales

The business enterprise has two--and only two basic functions: marketing and innovation

Long ago Peter Drucker, the father of business consulting, made a very profound observation that has been lost in the sands of time and one we believe:

"Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business."

Nurture-Marketing-CRMMarketing is often thought of as a fire-and-forget practice: create a campaign, reach as many people as possible, and expect a return. However, given the nature of the online world as well as the importance of social networks and relationships to business, the actual practice is far less impersonal and far more proactive. A small to medium-size business benefits immeasurably from nurture marketing, which seeks to build a healthy, sustained, reciprocal relationship with a potential customer base.


The concept began with Jim Cecil, who consulted Microsoft two decades ago with the idea of redefining marketing around the ideas of loyalty and respect. Ultimately a customer base responds to a company that presents itself as having sustained value and interest towards its customers, offers them a respectful, personable, and meaningful relationship, and engages the customer with honesty and ethics.


Nurture marketing entails reaching out to a customer base in the form of email, direct mail, social media, or other targeted methods of communication, giving them the information that they need about your business, and maintaining a growing relationship with them. 10 small business tools for lead nurturing.


A company must nurture its prospects, its customers, and those who offer referrals. Having an integrated business with a CRM system helps to capture and share knowledge. The prospects must be educated on the business purpose and the value that it can potentially provide them, as well as be given everything needed to establish the credibility of the business. The customers must be kept informed with up-to-date status on the company and how it is successful in serving the customer’s needs and how it is maintaining its promises that are meant to earn the customer’s loyalty. The referrers must also be kept up to date about the status of the company, showing that their referrals are generating worthwhile results, and made to feel like they are contributing to a culture of success.


As your e-marketing campaign progresses help your sales team know what content and campaigns are working.

Creatio Marketing Campaign Analytics:

Marketing analytics Creatio for Higher Education

Contact us to learn about how to establish successful, healthy, human marketing relationships and about the tools that will help you achieve this goal.



Topics:   Business Innovation Referral Marketing Keep in Touch Nurture Marketing

Marketing Failures for a Professional Service Business

When a Professional Service is not using professional business Marketing practices It’s easy for medical specialists to forget that the people they call their ‘patients’ all through their years of ...
Picture of Julie Cooper Julie Cooper 7 Min Read

4 Key Challenges Addressed with Integrated CRM Sales and Marketing

Make your business work smarter with CRM Focused and measurable electronic emarketing with CRM Integration makes your business work smarter.  Four challenges and missed opportunities can be addressed ...
Picture of Dick Wooden Dick Wooden 7 Min Read

Prospect Follow-up Made Easy and Eliminate Follow-up Failure

Sales prospects aren't always ready. Yet I've seen statistics that indicate that 50 percent of sales reps don't follow up after the first call.  There are options to keep prospects in the loop and ...
Picture of Dick Wooden Dick Wooden 7 Min Read