Before your next interview or client meeting, make sure you're clear on relationship marketing vs. loyalty marketing vs. nurture marketing. They're not all the same and you'll be more confident using these terms after a quick review. Good luck!

1. RELATIONSHIP, LOYALTY & NURTURE
MARKETING
Don’t Letting Jargon Trip You Up!
© Sharon Moore 2014

2. ARE YOU SPEAKING THE SAME LANGUAGE?




You’re a marketing pro with
many successful campaigns
under your belt. So don’t get
tripped up at your next client
meeting or job interview by
terminology.
Maybe you say relationship
marketing and they say
loyalty marketing. That could
be you saying tomato vs.
them saying tomahto.
But when they say nurture
marketing, that’s a totally
different vegetable.
Read on for a quick brush up
before anyone calls anything
off!

3. QUICK DEFINITIONS
Relationship & Loyalty
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
The terms relationship
marketing, loyalty
marketing and brand
loyalty marketing are
often used fairly
interchangeable.
The fundamental
principle is that keeping
existing customers is far
less expensive than
acquiring new ones.
Nurture


Nurture marketing is a
tactic within a Marketing
Automation software
system.
It is focused on building
and maintaining
relationships, although
the primary goal is
creating qualified leads
for the sales team.

4. CREATING AN EMOTIONAL CONNECTION
Relationship Marketing
 An approach designed to develop
strong connections with customers by
providing them with information
directly suited to their needs and
interests.
 The focus is building brand loyalty
through customer satisfaction rather
than driving transactional sales.
 Positive outcomes include repeat
business, increased word-of-mouth
activity and a willingness on the
customer’s part to provide information
to the organization.
Know Your
Customers
Provide Valuable
Information
Connect with
Customers Where
They Like to Go
Have Two-way
Communications
Build Credibility
Stay Engaged Over
Time
Reward Customer
Loyalty
Listen to
Customers
Be Social on Social
Media

5. REWARDING LOYALTY OVER TIME
Loyalty Marketing
 Designed to enhance brand loyalty by
cultivating ongoing relationships
between brands and customers.
 The goal is to retaining existing
customers and grow revenue per
customer over time.
 Loyalty marketing can involve using
data to calculate customer lifetime
value (CLV), a prediction of the net
profit attributed to the entire future
relationship with a customer.
 Loyalty marketingcan also refer to
customer programs in the retailing
industry.
Common Tactics
Rewards Programs
Sweepstakes
Contests
Games
Promotions
Reward Points
Future Discounts
Coupons
Premium Services
For a Fee

6. NURTURE MARKETING: OBJECTIVE
To move potential customers along a structured sales funnel using a
Marketing Automation software program or platform.
The Sales Funnel is Suspect  Prospect  Lead  Opportunity
Suspect Contact in Your Database
Lead Qualifying Criteria + Action
They may have visited your
website,signed up for a
newsletter,commented on your blog
post, followed your company on
LinkedIn or liked your Facebook page.
Criteria set by sales/marketing. May be
geography, industry vertical, company
size, title, etc.
Prospect Looking for Information
Opportunity Meets Threshold Score
They will provide personal details in
exchange for desired information.
They have an identified need, are
interested in your product and have the
required budget and authority.
This might include filling out a web form
or subscribing to a newsletter.
Action might be registering for a
webinar or opening an email.
Handed off to sales.

7. NURTURE MARKETING: TACTICS
Multiple tactics can be selected and placed in a plan that is automatically
triggered and run be predetermined criteria.
Drip Marketing
Nurture Marketing
Programs to maintain contact with
suspects and prospects by sending
messages in predetermined
chronological order.
Messages and offers are based on the
prospect’s position in thesalescycle and
the details in their profile. Goal is to
deliver appropriate and timely
information.
Trigger Marketing
Closed Loop Marketing
Program that tracks and analyzes every
touch, interaction and advance from
suspect to customer.
Messages are delivered to prospects
based on events or interactions,
according to a plan that defines what
these events indicate.
Employs nurture marketing techniques
to expedite the movement from suspect
to customer.

8. RETAINING CUSTOMERS IS ALWAYS THE GOAL
What Do You Need to Take Away?
 Relationship marketing is as it
sounds: a strategy of building and
maintaining relationships with
customers over time that offer mutual
benefits.
 Loyalty marketing is also as it sounds:
a strategy of rewarding customers for
being customers and encouraging
them to stay loyal.
 Nurture marketing is a practice of
using Marketing Automation software
to create qualified leads for sales.
Marketing
Automation is a hot
topic with all kinds
of buzz.
The reality is that it
is not a marketing
panacea, but it can
be a very smart
investment if your
company can make
good use of it.
Like all
investments, it
must be evaluated.
Read my article
Marketing
Automation
Basics to learn
more today.