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Old Nurture vs New Nurture

Things like gated content, newsletters, webinars and drip sequences still have some value but customers don't pay attention to these mediums like they used to.

Instead, they'll:

  • Come to your website
  • Watch a video on your YouTube channel
  • Listen to a podcast with someone from your team
  • Read a post on social that mentions your company / solution

All of these nurture touch points that companies do not try to orchestrate enough.

Instead, the obsession with attribution leads to the creation of gated e-books and downloads so that you can source a lead to a particular channel and add lead scoring as certain steps are taken.

In the process, you may have better attribution metrics but lose the overall picture of what's actually driving revenue.

Your prospects want to be nurtured across multiple channels, mediums and formats. Those are the brands they end up trusting more.

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