The strategy of nurturing leads through the buying cycle until your prospect is ready to buy should be an important part of any company’s overall marketing plan. Generating new leads for your services is important but better handling the leads you already have in your pipeline is just as – if not more – important. A good lead nurturing program keeps the right mix of short and long-term leads in the funnel.
In my work with clients, I see many struggle with how to truly nurture these relationships that they have worked so hard to begin with prospects. Calling or emailing every month to “check in” or sending a periodic newsletter just does not work that well. Effective nurturing uses a progressive slate of content to compel your prospects to take their next steps in the buying process with your company as you expand upon ideas they find valuable.
My colleague, Ardath Albee, has written a wonderful playbook for B2B marketers who are looking to create content that will engage with prospects online, educate and inform them with information they need to solve their business problems, and turn them into buyers.
eMarketing Strategies for the Complex Sale is the guide for teaching you just how to build powerful, revenue-producing relationships with your buyers through contagious content that will attract higher interest and interactive online dialogues.
Ardath also offers excellent tips and tools to create content your salespeople will actually use! ??To learn more, check out: http://www.emarketingstrategiesbook.com
