Q. What suggestions can you offer other B2B marketers looking to build a nurturing program?
- Start simple and build out. It’s better to build off what you’re learning versus going in blind with something large.
- Consider working with an agency like Bulldog Solutions to put scoring in place.
- So much of nurturing is seeing how prospects react to your content and programs – that’s where you need to experiment.
- Meet regularly with sales. Have an open dialogue and tweak what you’re doing based on their feedback. That means scoring, what you consider a sales ready lead, and how you define the ideal customer profile will change over time.
- Don’t get mad when sales pushes back a lead. You need to understand why it got pushed back; usually there’s a good reason.
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