Marketing nurture campaigns once a week?

I know we joke about sales < > marketing battles and I luckily have a great marketing director the only problem is she makes decisions for sales without our feedback. Now that I've transitioned to leadership role I am asking for more collaboration.


Sales has asked that we turn back on our marketing machine. Our Marketing Dir started it back up, thankfully, and now sends once a week nurture emails. (A lot of these leads haven't opted in they were just older leads we prospected that haven't gone anywhere yet.)


I have urged her to move emails to once a month, because I feel once a week is spammy, however she says "I am using data to inform my decision". So she is doing a once a week campaign indefinitely to inform her decision; and she pointed me to a hubspot blog about once a week nurture touches.


So...I can't argue with data, however if my whole sales team took a poll and requested once a month or every 3 weeks, and she is pushing back, because she is going to use data to inform her decision do I just let her roll with it, or should I push back because it's what the sales team desires/is comfortable with?


THANK YOU!

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9
oldcloser
Arsonist
4
💀
You got rolled by a blog. A HubSpot article isn’t data. It’s a generalized best practice recommendation for businesses of any size. Next time she throws that at you, ask her to show you the rest of the one size fits all tricks she’s got in her bag.

Data, in her world, comes from the CRM, her FB ads platform or GoogleAds account. If email conversions hold or go up at 1x/week, why would you want to argue?

Behavioral data comes from business intelligence tools like Domo or Power BI. And those tools offer descriptive analytics, often with human bias. ML models offer predictive analytics.

The point is you are both guessing.
JudgeMeOnMyLosers
Fire Starter
2
Senior Account Executive
Any chance you could get your sales team to request feedback from clients and prospects about their feelings on weekly marketing emails? Customer is always right, right?

I’d also be curious to see the unsubscribe clicks or “remove me from your list” responses marketing has gotten along with leads generated (if any) from this approach.

Hopefully that can give you some negotiating power to shift to every 3 weeks or once a month. A happy compromise in my opinion.
ruca1213
Contributor
0
Regional Sales Director
Thank you GREAT call
Diablo
Politicker
1
Sr. AE
What’s the result or of those campaigns so far?
CuriousFox
WR Officer
1
🦊
Makes decisions without feedback is not a great director IMO
Toodean
Good Citizen
1
Janitor
This is all confusing, your job plus her job is to make money for the org. Nobody cares what either of you feel is the right strategy. You both should be looking at deliveries, opens, clicks, replies and opt outs to figure out what works. If she is sending the the right personas the right message meaning adding value who cares how often it goes out.
ruca1213
Contributor
0
Regional Sales Director
I guess you're right
My whole sales team feels it's spammy so that counts for something

If you got an email once a week from somewhere/something youve possibly looked at buying how would you feel?
Toodean
Good Citizen
1
Janitor
It’s all perspective. I get non stop email from very reputable brands. If I feel it’s too much I opt out. Ideally you would suggest a multi channel approach that lets the prospect opt in/out to specific messages. Without knowing more I would just urge you look at the metrics. How many are unsubscribing is anyone clicking or relying? Your teams opinion is important but I would make sure you’re developing your own POV based on data and your own observations
Justatitle
Big Shot
1
Account Executive
If she is using data then she should be willing to A/B test and see the results that she gets. She should also be willing to show what data she is pulling because from your post it really feels like it's being pulled out of thin air
Gasty
Notable Contributor
1
War Room Community Manager
@ruca1213: Here's the thing: data is like a great cup of coffee, it can wake you up, but it won't do the work for you.

Your marketing director might be coming from a good place with her data-driven approach. But it's the sales team who's in the trenches with the customer.

Schedule a sit-down with the marketing director. Show her the 'human data' from your team's experiences. Propose a trial period for the less frequent emails.

Balance the art of human interaction with the science of data. We're all trying to avoid being the annoying relative who won't stop emailing about their latest pyramid scheme.
ruca1213
Contributor
1
Regional Sales Director
You're the best
Maximas
Tycoon
0
Senior Sales Executive
I believe it's an odd scenario tbh, to get a sales team being lead by a marketing manager,couldn't you just speak up to shift the mgmt to a sales manager instead who used to be a salesperson before!
ruca1213
Contributor
0
Regional Sales Director
Agreed it's very strange
Unfortunately our sales manager just left but even still he is equal to her and we'd be in the same place
So odd
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