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A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?” My response: We typically design nurture programs for inbound leads like content… Read More
It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic. Modern, best-in-class lead nurture programs focus less on automation, and… Read More
The analysts at Demand Gen Report just published their “2018 Lead Nurturing & Acceleration Survey Report” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.” No, even more alarming… Read More
I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?” Now, not only was I not ready, I barely remember what his company does. That’s… Read More
Demand Gen Report just published “Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. You can download a free copy of the report here. According to Demand Gen Report’s own… Read More
Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. I sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful…. Read More