That’s where the concept of lead nurturing comes in – and more than 70 marketers came to our London HQ last week to learn more.
This primarily B2B process is lengthy and delicate, addressing the gap between when a prospect first registers interest in your brand until there’s stronger intent to purchase. At this point the lead is classed as qualified and subsequently handed over to the sales team to follow up on.
During the breakfast seminar at No.1 London Bridge (which came complete with tea, coffee and tasty pastries), three of our in-house experts took attendees through:
- The 7 dos of a lead nurturing strategy, including one-to-one targeting, supporting content, progressive profiling and automating lead hand-offs – by Skip Fidura, Client Services Director.
- The 7 don’ts of lead nurturing, which discussed everything from the frequency of contact to delivering irrelevant content – by Matthew McClelland, Channel Relationship Manager.
- A case study on Econsultancy and how its marketing team keeps its subscriptions team happy – by Lili Boev, Group Account Director.
The hour-long event was recorded and you can watch the whole thing here:
If that wasn’t enough, you can also download our free and comprehensive best practice guide, Nurturing leads: the secret is in CRM.
We hold free seminars every month so if you’d like to join us, take a look and see what’s coming up.