Lead nurturing builds relationships with prospects and existing clients through ongoing communications and the exchange of information over time. It is a critical part of a successful demand-generation strategy, as most prospects in a BtoB setting do not convert immediately from first touchpoint into a sale.
Bulldog Solutions accomplishes lead nurturing with multiple touchpoints that deliver content that prospects can consume at any point in a complex sales cycle. The communications are driven by attributes that may include buyer personas; time-sensitive communications; or a combination thereof. The touchpoints may include e-mails, newsletters, in-person events, personalized URLs and other tactics—and will drive prospects towards clearly defined conversion goals.
Lead nurturing programs drive greater return on marketing investment:
- Create an "always-on" initiative that extends the value of marketing
collateral and drives more conversion from lead-generation activities - Revitalize “dead” opportunities
- Provide ongoing insight into prospects' progress along the buying cycle
- Augment data captured through traditional lead scoring / lead qualification
- Strengthen the brand and improve mindshare
Learn more about how Bulldog Solutions creates lead nurturing programs to
help companies leverage all of the activities in their integrated marketing programs.
