The Point

JANUARY 24, 2013

Key to designing an effective lead nurturing program is taking stock of your current lead management process. By asking the right questions, you’ll not only uncover additional opportunities for improvement, but the information will play a key role in defining critical issues of workflow – for example: segmentation, frequency, and offer strategy. Note: it’s critically important that representatives from your sales organization have a seat at the table for this initial discovery process – not just

Lead Management 152

Lead Management Process Work Management Sales Qualified Leads 152

The Point

JANUARY 8, 2013

An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign. This means that, in order to succeed, every word of copy should be focused on selling the offer, i.e. the primary reason why any individual would want to respond. Unless your offer and product are one and the same and the call to action is “buy now,” no-one cares about your product.

Product 194

Product Email Marketing Cross-Selling Paper 194

The Point

JANUARY 17, 2013

1. Launch a lead nurturing program. Don’t get me wrong: lead nurturing is a worthy investment for most companies, but making lead nurturing a goal for the new year is akin to saying you want to do more marketing. It just means too many things to different people. Lead nurturing is a means to an end, a program in the service of a goal. And it’s that end goal, the business objective, that should be the true measuring stick for the year.

Demand Generation Agencies 161

Demand Generation Agencies Demand Generation Demand Generation 161