When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge. Yet, upon deploying a new marketing automation platform, effective lead nurturing can often take months to take shape, longer still to provide the kind of business impact the marketers (and their management) had in mind.
It’s important to recognize that the simple act of investing in marketing automation doesn’t create an effective lead nurturing strategy any more than buying CRM software accelerates the sales cycle. Success with lead nurturing – creating a program that makes a clear, demonstrable, measurable difference at the rate and speed in which leads move from inquiry to sale – requires careful planning and a clear strategy for achieving the desired results.
Here are some tips for driving lead nurturing success. For a more detailed discussion on the same topic, download a copy of the white paper: “Top 10 Tips for Lead Nurturing Success: How to Get the Most from Your Lead Nurturing Program, and How to Plan for Success if You’re Just Getting Started.”