Your nurture strategy is lazy marketing | MarTech

"I've seen this play out more times than I can count. A prospect engages with your webinar, campaign or event, and, instead of building a relationship, you hand them off to sales and toss them into a mindless drip campaign - as if they're on a conveyor belt to conversion. It doesn't work. It never has. Marketers have confused activity with strategy."

"Marketers today are doing plenty of activity - but we're not learning, listening or connecting. The old playbook looks like this: Host a webinar. Hand off the list to sales. Enroll leads in a 7-10-touch nurture. Push whitepapers, blogs and datasheets. Pitch a trial or demo. Wait. Get nothing. Blame sales. There's no insight. No conversation. No relationship-building. Just a series of disconnected asks built around your content calendar. This is content-based nagging, not nurturing."

"More than automating content blasts, R.E.A.L. nurture is about building actual relationships with your audience. It stands for: The R.E.A.L. nurture system does three things: Learns about the buyer's mindset and psychology. Identifies what's stopping them from moving forward. Builds trust and preference for when they are ready to buy. This takes intention, curiosity and yes, actual human interaction. Let's go through how this works in practice."

Many B2B nurture programs rely on repetitive drip sequences that push content without learning from prospect behavior or building relationships. Typical workflows hand webinar attendees to sales and enroll them in 7–10 touch sequences that deliver whitepapers, blog posts and demo pitches, producing low response and misaligned handoffs. R.E.A.L. nurture prioritizes learning buyer mindset, identifying blockers, and building trust and preference for future purchase readiness. Effective nurturing requires intention, curiosity, and human interaction rather than automated content blasts. Proper nurture sequences listen, diagnose obstacles, personalize outreach, and cultivate trust to improve conversion when buyers decide to move forward.

Read at MarTech