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5 Things to Consider When Crafting a Nurture Program

Funnel 5 Things to Consider When Crafting a Nurture ProgramNurturing 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

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How to build a successful progressive profiling form

Form 180x180 How to build a successful progressive profiling form What is progressive profiling? It is a form that allows marketers to display fields based on data points collected previously regarding a prospect. For example, if a company’s goal is to collect 30 data points from a prospect then instead of showing 30 fields on a form, marketers can show 5. Then, on the prospect’s subsequent visits show another set of 5 questions until the company collects all 30 data points. Read more

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7 compelling reasons for lead nurturing

lead nurturing 180x180 7 compelling reasons for lead nurturingMost marketers know that it takes hard work and a large budget to generate leads. Most sales teams are looking for instant gratification and looking for leads such as ‘contact us’ form submitters, demo requests, or those they spoke with at an event. That means that the rest of the leads may not get any love from sales and could be forgotten. There are many reasons for nurturing these leads– here are a few: Read more

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What could B2C marketers learn from B2B marketers

B2B vs B2C 180x180 What could B2C marketers learn from B2B marketersSome experts believe that marketing to consumers as opposed to businesses are based on different motivating factors. The argument is based on the thought that consumers make purchasing decisions based on emotions while businesses making those decisions based on logic. This is one factor believed to be separating the marketing approaches for B2C and B2B. B2C marketers therefore are urged to use offers like coupons and discounts to create a need and desire for the product while B2B marketers are urged to build relationship and create a need for the features of the product. Read more

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What is an Ideal Cost Per Lead?

dreamstime s 35977090 What is an Ideal Cost Per Lead?Before we go any further we should probably discuss what we mean by lead. MarketingSherpa conducted a lead generation study in which 36% of the 1,915 organizations they surveyed stated that a qualified lead should cost less than $20 per lead.  But if we are talking about the top of the funnel then hardly any lead generation channel will bring in “qualified” leads. At best it will bring in a few qualified leads and leads that show some sort of interest. Most of the leads that are coming from the top of the funnel would need to be nurtured in order to become qualified. Read more

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What is Marketing Automation & Why Would You Need it?

marketing automation What is Marketing Automation & Why Would You Need it?Marketing automation is both a tool for increasing operational efficiency and a tool for driving revenue. It is about automating the routine and repeatable tasks associated with lead management, lead nurturing, lead scoring, and creating and maintaining a marketing lead database. Marketing automation systems were developed to provide solutions to market changes. As organizations noticed that sales cycles became longer, margins were eroding, and sales had less time to “nurture” their prospects they were looking to marketing to take on some of the nurturing activities. Read more

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