Advanced Campaign Automation for Technical Industries

One of the most interesting aspects of John Grundy’s work involves building nurture campaigns for highly technical or scientific industries. These industries often have longer sales cycles, and customers need more time to evaluate complex products before making a purchase decision. John explains how nurture campaigns in Marketo can help keep customers engaged during these longer evaluation periods.

“For this company, they work with very technical ingredients, and the customer journey involves evaluating a lot of scientific data before making a purchase decision.”

This article will focus on how to build nurture campaigns in Marketo that cater to technical industries, providing content that helps customers understand and evaluate complex products or services over an extended period.

Nurturing Through Long Sales Cycles

John emphasizes that nurture campaigns should be designed to deliver educational content that speaks directly to the concerns and questions a technical buyer might have. Whether it’s whitepapers, scientific studies, or detailed product specifications, the key is to keep the buyer engaged by providing relevant, in-depth information at each stage of the sales process.

“The challenge in technical industries is that the customer needs to see more detailed information over a longer time. It’s not about pushing them to buy right away—it’s about educating them and keeping them engaged.”

By building these campaigns in Marketo, businesses can automate the process of sending the right content at the right time, ensuring that prospects remain engaged without feeling overwhelmed by a hard sell.

Conclusion:

Nurture campaigns in technical industries should focus on education and engagement. By automating content delivery in Marketo, businesses can guide customers through long sales cycles and ensure they have the information needed to make informed decisions.