10 Step Lead Nurturing Strategy
Despite the widespread use of lead nurturing to create demand, few marketers are seeing the success they’d hoped for. To really gain control over the customer journey marketers first need to develop a solid nurture strategy and then enable this using their marketing automation software.
Marketing automation and lead nurturing seem to come as a pair. In fact, according to Marketo & Ascend2’s Marketing Automation Strategies for Sustaining Success report (2015), marketing automation users believe lead nurturing is its most valuable feature. Yet despite the widespread use of lead nurturing as part of they demand generation, only 2.8% of respondents stated they are seeing the success they’d hoped for (ANNUITAS’ Enterprise B2B Demand Generation Study, 2014).