Industrial Marketing Today
DECEMBER 7, 2010
Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? What is lead nurturing?
Industrial Marketing Today
MARCH 1, 2011
Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “ B2B Lead Generation without Lead Nurturing is Doomed to Fail. ”. What does lead nurturing do for sales? Builds trusting relationships with permission.
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Industrial Marketing Today
OCTOBER 25, 2011
According to the recent MarketingSherpa’s B2B Marketing Benchmark Survey (June 2011) of more than 1,700 B2B marketers: 52% of the companies reported, “Converting qualified leads into paying customers” (MoFU) as their biggest challenge. This was followed by Lead Generation (ToFU) at 48% and Lead Nurturing (MoFU) at 40% (See chart).
Industrial Marketing Today
MARCH 29, 2011
Instead of dismissing those visitors as time-wasters, I suggest that you rethink your online strategy if you are serious about using your industrial Website as a lead generator. At least have a mechanism in place to weed out unqualified prospects and move qualified ones into some kind of a lead nurturing program.
Industrial Marketing Today
JUNE 22, 2011
(See SAL is the Glue that Binds Sales and Marketing in Lead Generation ). Lead scoring should be done using a combination of BANT (Budget, Authority, Need and Timeframe) and behavioral information (site interactions). Subscribers that score below the SQL threshold need to be put on a lead nurturing track.
Industrial Marketing Today
OCTOBER 9, 2012
Gated content or higher value content such as white papers are used for lead generation where the company provides a tangible benefit in exchange for the visitor’s contact information. Webinars for middle to late stage lead nurturing content. These work best for middle of the sales funnel (MoFU).
Industrial Marketing Today
AUGUST 1, 2012
When that doesn’t work, they turn to the Internet in search of information on how to do industrial marketing on a shoestring budget. Information is free on the Internet but proven expertise isn’t. Nurture qualified leads that are not ready to buy now with effective content marketing. Measure, refine and repeat.
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