There are several ways lead nurturing can drive performance gains in your sales and marketing function. I’ll provide a few examples below as oversimplified and linear “cause -> effect” cases, with the obvious caveat that, in practice, there’s a fair amount of interplay between these causes and effects.
Jan 202010
Ambal Balakrishnan has put together this crowd-sourced eBook with contributions from thought leaders such as Doug Kessler, Jon Miller, Craig Rosenberg, Steven Woods, Ardath Albee, and 34 others. Aside from being a valuable collection of marketing prognostications, tips, and resources, the eBook is itself an innovative content delivery vehicle. Take note of the retweet feature on each page which helps contributors maximize their “return on contribution.”
I have observed that a lot of companies have embraced Cost per Lead as a key metric in the management of their marketing portfolio. This measure can be useful in comparing marketing programs (and/or vendors) against each other provided that the definition of a “lead” can be applied equally to all lead sources. But there’s the rub. Having a healthy, diverse portfolio of marketing tactics means that attracting buyers from different places, with different offers, and at different stages of the buying process. The fact that everyone filled out the same registration form on your web site (or that a vendor delivered a contact to you matching your lead capture requirements), does not account for this variety.
We have finally reached an age where the convergence of technology, capital investment, and skills available in the labor pool have combined to make the previously unknowable (e.g., what is really working in my marketing mix and what is not?) knowable.
Follow The Lord of the Leads