Nurturing has become part of our marketing vocabulary. While it is becoming overused many people either misunderstand what it really means or have a hard time translating “nurturing” into a marketing activity. Here are 5 things to consider when crafting a nurturing program.
1. Why nurture? Make sure your organization understands what lead nurturing is and why marketing needs to do it. “Companies do not buy, people do”, thus branding, PR, and tradeshows that are highly sought after channels are not responsible alone for the qualified leads sales people are looking for. Since “people” are the ones who buy and make decisions, it is the “relationship” you build through marketing communications after acquiring a lead that counts. Read more