How to get started with lead nurturing

Ok, the topic is getting hot in your company and everybody is saying “We need to nurture our leads!”, but as the marketing manager, you ask yourself: “Where should I start?”.

Before getting started, you will want to read on the topic. I recommend Marketo B2B Tools & Resources & Brian Caroll B2B Lead Generation Blog.

Get started with lead nurturing in 6 steps:

Step 1: Review your current lead to opportunity to customer process. Make sure that you have a clear understanding of how your leads are moving from one stage to the next one and what is their source.

Step 2: Make sure you have a lead scoring model in place in order to help you determine if leads are ready to engage with sales or remain in nurturing.

Step 3: Determine how many touch point you will have in your nurturing program. You may want to have different programs for new leads or recycled leads.

Step 4: Create useful content for your leads adapted to each stage of their buy cycle.

Step 5: Implement your content in your sales & marketing automation tool.

Step 6: Track results and optimize.

Of course each of these steps will require different level of implication depending on the complexity of your organization, but a good lead nurturing implementation should go through each of these steps.

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Tuesday, August 25th, 2009 Lead Management, Marketing