Welcome to the latest episode of Bold Calling, Orum's award-winning podcast. Today, we're explore modern demand generation and the art of nurturing leads effectively with two demand generation leaders: Sarah Reece, Head of DemandGen at Orum, and Chris Miller, Head of DemandGen at Warmly.
1. Redefining Nurturing
Sarah’s hot take: “Nurturing used to mean dumping low-quality leads into email workflows. Today, it’s about resonating with your ICP and partnering with sales.”
Chris’s perspective: “Nurturing is a continuation of the brand experience. It’s about trust-building at every stage.”
2. Why Nurturing Matters
Marketing’s role doesn’t end at MQL—it’s about maintaining influence throughout the buyer’s journey.
The importance of “above the funnel” nurturing: 93-95% of your audience isn’t in-market at any given time.
3. Effective Nurturing Channels
Sarah: “Your brand channels—podcasts, blogs, webinars—are the most effective tools for creating trust.”
Chris: “Nurturing is context-dependent. Tailor your approach to the prospect’s journey.”
4. Aligning Sales and Marketing
The importance of collaboration: “Focus on the needs of the prospect, not departmental goals,” says Chris.
Sarah’s approach: Let sales take the lead in nurture touchpoints to make engagement more personal.
5. Quick Wins for Better Nurturing
Simplify: “Do less,” advises Chris. Overcomplicated workflows often lead to poor outcomes.
Personalize: Sarah suggests shifting from automated marketing emails to personalized sales outreach.
Use the phone: Real conversations build trust and gather valuable insights.
“Good nurturing is just good marketing. Marketing’s job isn’t done at MQL or awareness.” – Chris Miller
“Once we know who a prospect is, we should treat them like we know them.” – Sarah Reece
“93-95% of your audience isn’t in-market. Surround them with messaging for when their moment of need arises.” – Sarah Reece
Warmly – A platform for full-funnel orchestration.
Orum – The leading sales dialer for efficient and effective outbound calling.
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