Lead nurturing is a BtoB marketing “buzzword” of the decade, and with good reason: A successful nurturing campaign generates impressive returns and is particularly appealing when budgets are under pressure. Research firm SiriusDecisions notes, “Lead nurturing has grown in popularity as organizations look to squeeze value out of the demand waterfall.” The overall impact on return on marketing investment is a positive development for marketers, providing ammunition for discussions with the C-Suite.
But the bridge between the concept of lead nurturing and the development of an effective, repeatable program can be complicated. The very characteristics that make lead nurturing impactful—targeted communications and calls to action, and time- or activity-driven engagement—also make nurturing programs a challenge to build.
This white paper for BtoB marketers:
- Defines the concept of lead nurturing
- Describes the seven types of lead nurturing most impactful for BtoB marketers
- Lists four key foundations marketing organizations must have in place in order to build sustainable, best-in-class programs
- Provides an illustration of a nurture track and examples from successful BtoB marketers
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