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Recent studies tell us that while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. One of the reasons for this under-utilization, and the inability of some… Read More
In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on. Relatively little attention is paid… Read More
A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?” As I discussed in… Read More
A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Do I need it in order to do lead nurturing?” My answer: “It depends how you define “lead nurturing,” but technically: no, you don’t need marketing automation in… Read More
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… Read More
A client writes: I attended a Webinar recently at which one of the speakers prescribed scheduling lead nurturing emails on different days of the week – for example: newsletters on Mondays, product announcements on Tuesdays, Webinar invitations on Wednesdays, etc. He claimed this was an effective way to avoid campaign… Read More
Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals. An effective lead follow-up strategy, therefore, is essential to ensuring that you’re… Read More