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Lead Nurturing with Multi Touch Campaigns |
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Sales Executives love hot leads ... the more the better! But a common frustration shared by marketers is what happens to the other
leads that are passed to the sales department. While the sales team chases hot leads,
warm leads are sometimes neglected and slip through the
cracks. As the pipeline of hot leads empties, sales comes back to marketing to request another batch of leads and the cycle continues.
Automated nurturing can turn cold leads into hot leads. Nurturing campaigns generally
consist of a series of messages that educate prospects about your products and services.
Providing timely and pertinent information creates
goodwill and increases the likelihood of advancing the lead through the sales cycle. Your messages could include
product updates, industry research, white
papers, success stories, or event invitations.
NML allows you to create nurturing campaigns with dynamic content designed to appeal to
each lead based on demographics, preferences, and past behaviors. You can even create rules to dynamically determine how often messages
are deployed and through which medium (i.e. email vs. direct mail). The
system can generate email notification whenever a prospect downloads a document,
submits a form, or visits a landing page.
Our best practices page contains several success stories that illustrate how lead nurturing can be successful across a variety of industries. After implementing a lead nurturing strategy, most organizations discover that their best source of new leads is their dead lead graveyard.
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