This week I presented at Internet World on behalf of the IDM on the benefits of using Lead Scoring and Lead Nurturing as strategies that can help B2B marketers to efficiently qualify and manage leads from first click to lifetime customer.
One of the biggest advantages of an effective lead nurturing campaign is the ability to use automated communications to enable you to work on prospect lifecycles offering truly relevant and timely information. However, sending information at the right time isn't enough. You also need to make sure the content you are sending remains relevant to the individuals you are speaking to. One of the easiest ways to do this is using simple dynamic content based on the information you have collected as part of the lead management process. For example, when sending case studies as part of your program - instead of sending a generic case study to everyone - target the email by industry sector and send them something they can really identify with. If you have a number of products then send out information on those that are most suitable based on information you have collected previously. Examples of these could be company size, industry sector, number of sales staff etc.
Good marketing is about providing relevant information at the right time. Technology today is a great facilitator of email communications that enable you to take part in a conversation with your customers and prospects, listening to what they want and responding accordingly.
eMarketing Consultant, Silverpop EMEA
(Image courtesy of piermario)