We just implemented new software to help us better nuture leads before sending them to the sales team. It's primarily email marketing on steroids-- you set-up campaigns based on actions that the reader takes.
Ex - if your customer clicks on the link about a certain topic, a follow-up lead nuturing email might be a link to a free e-book on the same topic or video on the same topic. After a series of emails, the prospect is then sent a call to action to evaluate your company's product or service.
I really like this blog post and presentation by the CEO of Marketo - a leading vendor of what is coined "marketing automation software". It's only automated though, after months of hard work writing all the content and mapping out a detailed hierarchy of events.
here's the link to Demand Generation Secret Sauce
Have you obtained lead nuturing campaigns from companies you engaged with online? Does your company nuture leads proactively before punting over to the sales team?
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