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Key to designing an effective lead nurturing program is taking stock of your current lead management process. By asking the right questions, you’ll not only uncover additional opportunities for improvement, but the information will play a key role in defining critical issues of workflow – for example: segmentation, frequency, and… Read More
1. Launch a lead nurturing program. Don’t get me wrong: lead nurturing is a worthy investment for most companies, but making lead nurturing a goal for the new year is akin to saying you want to do more marketing. It just means too many things to different people. Lead nurturing… Read More
It’s that time of year again, and marketers’ thoughts turn to budgeting for the next 12 months. One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. Specifically,… Read More
According to business information provider ZoomInfo (see graphic below, further data here), more than 70 percent of business cards have one or more changes during a 12-month period. The most common changes (in order): job function, phone number, and mailing address. Even while fewer than 30 percent of contacts on… Read More
Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested. However, that doesn’t mean that your nurturing program should end just… Read More
Over at Marketing Experiments, Daniel Burstein posted recently on how what he calls “friction” on landing pages can reduce or increase conversion rates by making it easier or more difficult for prospects to complete a form. Along the way, he introduces some useful best practices like making some form fields… Read More
We need to talk. You know that monthly newsletter you blast to your entire database under the guise of “lead nurturing”? And those Webinar invitations that you broadcast to every trade show lead you’ve generated since 2005? You can do a lot better. There was a time when lead nurturing… Read More