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Almost every marketing professional is chartered with lead generation efforts for direct or indirect sales channels. And while generating net-new leads is critical, many marketers lose sight of what happens to a prospect after they raise their hand.
According to a recent study conducted by MarketingProfs, 38% of sales professionals feel marketing does not do a good job nurturing leads.
So if you're measuring lead generation effectiveness based on "quantity" alone, you're missing out on significant revenue opportunities.
Lead-nurturing is accomplished by implementing a series of critical communication vehicles and messages that further qualify and move leads through the prospect lifecycle. When implemented correctly, lead-nurturing campaigns can result in higher lead conversion rates, lower cost-per-lead figures and larger average deal sizes.
And with budgets shrinking every day, marketers need to make the most of every lead they generate. So what's your lead-nurturing strategy?
Tags: nurturing / lead generation