Aimbase supports several types of nurture programs that allow you to stay connected with customers and prospects through automated, time-based communications. These programs help ensure your brand remains top-of-mind, encourage meaningful actions (like visiting a dealer or completing a survey), and give you valuable insight into your customer’s journey—from lead to ownership and beyond.
This article outlines the types of nurture programs available in Aimbase, along with the Triggers (events that start each program) that define how and when they run.
Types of Nurture Programs in Aimbase
1. Prospect Nurture
What it is:
A Prospect Nurture program is a sequence of time-based emails and supporting actions that keep your brand front and center while encouraging your customer to take the next step in their shopping journey. These programs are designed to guide a prospect from initial interest to purchase, while giving you the flexibility to tailor messaging based on their behaviors or lead status.
How it works:
Let’s say a customer submits a lead for one of your products. The first email in your Prospect Nurture might be an autoresponder thanking them for their interest, confirming that you received their inquiry, and showing them nearby dealers. A few days later, you might send a follow-up email with more information about the product they viewed—or showcase other models in your lineup. Later in the journey, you can prompt them to schedule a test drive or visit a dealer to get them closer to purchase.
Advanced functionality available:
Autoresponders and nurture emails
Advanced branching logic and segmentation
Ability to add prospects to campaign lists for targeted emails
Available Triggers:
Lead Created
The most common trigger for Prospect Nurture. The program starts when a lead is submitted for your brand. A typical workflow includes an autoresponder followed by a sequence of nurture emails aimed at converting the prospect into an owner.
Lead Status Change
Begins when a lead's status updates in Aimbase—for example, moving to a "Quoted" status. You may have specific messaging tailored for quoted leads that would not be appropriate for other prospects. This trigger allows you to deliver communications based on where the customer is in the sales pipeline.
Web Activity Created
This advanced trigger starts a nurture flow when a customer re-engages with your website. Aimbase can evaluate for various parameters, such as :
The category of pages they view (financing, inventory, etc.)
Specific product or model interest (e.g., Model Year 2025 pages)
Return visits or interactions with marketing content
2. Owner Nurture
What it is:
An Owner Nurture program delivers communications to customers who already own one of your products. These time-based emails or surveys are designed to help you understand satisfaction levels, gather product and service feedback, and take automated action when needed.
How it works:
Owner Nurture programs are typically triggered after product warranty registration, warranty service claims are created, or owners respond to surveys. For example, if a customer submits a warranty claim, you can follow up with a survey to understand how well the issue was handled. If a customer responds to a survey negatively, you can trigger a customer service follow-up to the dealer or begin an issue resolution workflow to ensure the customer issue is resolved properly. If they respond positively, you may ask them to leave a review or share their experience on social media.
Advanced functionality available:
Email, SMS, and postcard survey delivery
Advanced branching/segmentation based on survey results and owner data
Ability to add owners to campaign lists
Available Triggers:
Registration Created
Triggered when a warranty registration enters Aimbase. Commonly used to send post-purchase surveys to measure satisfaction with the product, dealer, brand, or sales process.
Warranty Created
Begins when a customer submits a warranty claim. You can send surveys to collect feedback on their service experience and understand trends related to dealer and product satisfaction.
Survey Response
Activated when a customer completes a satisfaction survey. Aimbase categorizes the results to determine satisfaction level and can trigger:
Issue resolution workflows for dissatisfied customers
Alerts to dealers or manufacturers for negative feedback
Follow-up emails thanking the customer
Review request emails for customers who provided positive feedback
3. Prospect Dealer Nurture
What it is:
A Prospect Dealer Nurture program is initiated by the manufacturer but delivered on behalf of the dealer network. Its purpose is to ensure consistent, brand-aligned follow-up with all leads—no matter where they originate. This type of program gives manufacturers full control over messaging while still allowing for dealer-level personalization.
How it works:
Dealer leads may come from a variety of sources—dealer websites, OEM sites, third-party marketplaces like GoRollick or Trader. Once a lead is submitted, the nurture program sends emails that reflect your brand’s voice and visuals, while also highlighting the specific dealer the customer is working with (including their logo, location, and contact info).
Advanced functionality available:
Brand-consistent emails with dealer-specific customization
Timely follow-up sequences
Support for leads from multiple referral sources
Available Trigger:
Lead Created
Just like in Prospect Nurture, this program starts when a lead is submitted. However, the key difference is that the nurture is sent from the manufacturer on behalf of the dealer, maintaining consistent brand presence while supporting dealer sales efforts.
Frequently Asked Questions (FAQs)
What is a nurture program in Aimbase?
A nurture program in Aimbase is an automated sequence of communications—most commonly emails—that are sent over time based on customer actions or lifecycle events. These programs help you stay connected with prospects and owners, encourage next‑step actions, and better understand where customers are in their journey.
What types of nurture programs are available in Aimbase?
Aimbase supports three primary nurture program types:
- Prospect Nurture – Designed to guide potential buyers from initial interest toward purchase.
- Owner Nurture – Focused on customers who already own a product, helping gather feedback and support long‑term engagement.
- Prospect Dealer Nurture – Manufacturer‑driven programs that deliver brand‑consistent follow‑up on behalf of dealers.
Each program type uses different triggers and messaging strategies based on the customer’s relationship with your brand.
What is a trigger in Aimbase?
A trigger is an event that starts a nurture program. Triggers are based on customer actions or data changes—such as submitting a lead, registering a product, or completing a survey—and determine when a nurture flow begins.
What triggers can start a Prospect Nurture program?
Prospect Nurture programs can be triggered by:
- Lead Created – When a new lead is submitted.
- Lead Status Change – When a lead moves to a new status, such as “Quoted.”
- Web Activity Created – When a known prospect re‑engages with your website, such as viewing product pages or returning to inventory content.
These triggers allow messaging to adapt to where a prospect is in the buying process.
How does Owner Nurture differ from Prospect Nurture?
Owner Nurture programs are designed for customers who already own one of your products. Instead of focusing on purchase intent, these programs focus on:
- Measuring satisfaction
- Collecting feedback on product and service experiences
- Triggering follow‑up actions when issues or positive experiences are identified
Prospect Nurture programs, by contrast, are focused on moving customers toward a purchase decision.
What events trigger an Owner Nurture program?
Owner Nurture programs can be triggered by:
- Registration Created – When a warranty or product registration is submitted.
- Warranty Created – When a customer files a warranty claim.
- Survey Response – When an owner completes a satisfaction survey, which can trigger follow‑ups based on their feedback.
What happens when a customer responds negatively to a survey?
When a negative survey response is received, Aimbase can automatically:
- Trigger issue‑resolution workflows
- Alert dealers or internal teams
- Route the customer into follow‑up communications designed to address the concern
This helps ensure customer issues are identified and addressed quickly.
What is a Prospect Dealer Nurture program?
A Prospect Dealer Nurture program is created and managed by the manufacturer but delivered on behalf of dealers. It ensures that all leads—regardless of source—receive timely, consistent, brand‑aligned follow‑up while still highlighting the specific dealer the customer is working with.
How are dealer details handled in Prospect Dealer Nurture programs?
Emails in Prospect Dealer Nurture programs maintain the manufacturer’s branding while dynamically incorporating dealer‑specific details such as:
- Dealer name and logo
- Location and contact information
- Dealer‑specific calls to action
This creates a consistent customer experience while supporting individual dealer relationships.
Can nurture programs use channels other than email?
Yes. While email is the most common channel, Owner Nurture programs can also include:
- SMS messages
- Postcard‑based survey delivery
Available channels depend on the program type and configuration.
Can customers be added to other campaigns through nurture programs?
Yes. Aimbase allows prospects and owners enrolled in nurture programs to be added to campaign lists. This enables targeted outreach and coordination with other marketing efforts.