Your customer database is your most valuable asset. Constantly hammering your database with top of the funnel lead generation focused activity will, most likely, put your audience off and cause them to opt-out because it isn’t tailored enough to that person, at that time. This is a huge problem because as soon as you’ve lost permission to email market to your audience, you can no longer approach them about your products or services. However, if you build a nurture programme around that persona, you are more likely to acquire them as a customer, because your communication is personalised to the individual.

Firstly, you need to think about the value you get from the prospect and the value they get from you. Are you giving prospects what they need in order to convert them further into the funnel? If not, how can you capture more time, attention and revenue from them? Start building relationships. Here’s what the ideal business relationships need to have

• relationships need to be personable to that individual
• mutually beneficial to both businesses
• continuous and consistent
• long-term and engaging