The value of a nurture-led strategy

How a data-driven content ecosystem delivers value

The challenge for modern demand marketers

❶ Relevance

Delivering the right information to prospects can be finicky, especially as personalized outreach gains popularity.

❷ Scale

To get prospects through the funnel, barriers to scale like complexity, time, disconnected tools, and data silos need to be overcome.

❸ Intent

Cookies are disappearing, clicks can't prove specifics, and gated content is losing appeal, so how can marketers capture accurate intent data for SDR and sales teams?

❹ Journey

Marketers are expected to bring people on a journey from awareness to intent, but knowing where on the journey someone is and what will get them to really engage is a challenge.

The journey to understanding your leads

A lead doesn't need to be hyper-engaged with your content for you to nurture their journey and tailor a unique experience for them to have with your company.

❶ Segment

Gather relevant information by including polls and enable audiences to self-segment via personalization so you learn more about what they want and where they are in their journey

❷ Interact

Start a conversation and keep a human touch by asking for feedback, taking in reader responses, and giving opportunities to choose their own adventure

❸ Tailor

Send relevant content and maximize contact effectiveness by using behavioral data triggers like personalizing or re-reading a piece of content which can integrate with your CRM to share useful insights to sales and marketing teams

❹ Intrigue

Whether or not leads are familiar with your product/page, chatbots offer additional value while alluding to your brand's modern attitude

Turtl uses public personalization as a two-way interaction; readers can choose their own journey and get more relevant value, while still allowing us to monitor and promote lead behavior.

Jennifer Howe, Campaign Marketing Manager at Turtl

The outcomes of an effective content ecosystem

When interaction becomes insights, insights turn into direction, and that direction leads to further interaction with more relevant content - and so the loop goes on!

Turtl and its users employ this loop to see instant results. In fact, we noticed that emails sent out due to behavioral triggers in our content ecosystem achieve a 59% increase in open rate and 115% increase in click-through rate when compared to all other marketing emails.

Now marketers can focus on tasks like continuously improving your core content, smoothing the sales-marketing relationship, and fine-tuning company messaging and collateral based on deeper insights.