My discussions with b-to-b marketers who want to implement a lead nurture program or enhance existing programs almost always begin with one major misconception about the true meaning of lead nurturing. Many marketers describe lead nurturing as a process that involves an automated response to a broad set of targets, followed by a series of emails offering potential buyers a wide variety of assets. That sounds a lot like a drip marketing program! And drip marketing isn’t the same as a true lead nurturing effort.
Here are some tips to help you make this distinction and guide the development of a focused, effective approach to lead nurturing:
You can read more about the four pillars that define lead nurture in the post “A Foundation for Focused and Effective Lead Nurturing.”
Jennifer Ross is Senior Research Director of Marketing Leadership Strategies at SiriusDecisions. Throughout her 20 years as an executive-level marketer, Jennifer has employed integrated, multi-channel inbound/outbound marketing campaigns to generate demand, increase brand identity and awareness, and drive business growth. Follow Jennifer on Twitter @Jenross17.