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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
In my last post, I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing: is it strictly essential that every lead nurturing touch include a… Read More
For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing, customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate… Read More
I’ve made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. And yet, I’m finding in the course of our firm’s work… Read More
The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. At minimum, a well-crafted newsletter serves to break up what would otherwise be an unending sequence… Read More
In an exclusive online event, discover how to get the most from your lead nurturing program, and how to plan for success if you’re just getting started. Join me on Wednesday, December 7 as I present a Webinar on “Top 10 Tips for Lead Nurturing Success,” hosted by the Direct… Read More
When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. However, as I wrote previously in a white paper on “Lead Recycling,” focusing demand generation activity exclusively on acquiring net new, qualified leads is an expensive proposition for a… Read More