Three ‘Red Hot’ Ideas for Building a Customer Nurture Program (Part I)

Last week, Fire Enterprises, Inc. (FEI) employees Marka and Cecil finished a discussion of “push” and “pull” marketing for B2B businesses. This time, the whole tribe—Marka, Numo, Zoot and Org—reconvene to discuss some good ideas for implementing a Customer Nurture Program (CNP). Remember, fire = print.

The FEI tribe gathered around the conference room’s oak table. It was a mild September and Org had ordered the office air conditioner shut off early. The spacious stone room breathed with fresh autumn air that circulated through the open windows.

“I admit I’m having a bit of trouble visualizing how this Customer Nurture Program will run,” Org said.

“The CNP is a comprehensive marketing system in which well-chosen key business influencers at important companies receive useful information on a pre-planned regular basis,” Zoot answered casually, having committed the CNP mantra to memory weeks ago.

“Fine, but let’s make it REAL!” Org cried. “Say the CNP is an Olympian transportation business. Is it a chariot, a mighty galleon, or are passengers simply picked up by Zeus’ mighty hand and flung across the countryside?”

Nodding her head, Marka replied, “The answer is all of the above. There are so many different means through which we can ‘nurture’ prospects that I hardly know where to start. Tribe, let’s open up the floor—who has ideas for how we can reach out to our target markets according to the already-defined CNP principles?”

Red Hot CNP Idea I: Book of Standard Business Letters

“Let me take this one,” Zoot said. “Stamped first-class letters get opened, yet few salespeople use them. In this age of O-mail and O-book messages, simple letters stand out elegantly. In exchange for a little customization, your letter shows customers and prospects that we’ve invested time and care into our business relationship with them.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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