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Lead Nurturing
Gleanster, Dec 2010, Pages: 24
Every salesperson knows that leads can go cold very quickly. They also know the challenge of trying to follow up on every lead in a timely manner. If marketing could “nurture” all leads until they were fully mature and ready to close and then, only when they are ripe and ready, hand them off to sales for closure, the sales group’s time and efforts would be maximized.
Lead nurturing promises to do just that, by engaging prospects early in the buying cycle and automating engagement at a pace that the prospect controls. Prospects get the information they want but nothing more (i.e., no sales pitch) until they’re ready to make a buying decision. At that point, the prospect turns into a “sales-ready lead” and is forwarded to the sales department.
This report explores the processes for determining which leads are sales ready (versus those that should be funneled through the nurture process) as well as the technologies, organizational resources and performance metrics that Top Performers are using to make lead nurturing a done deal.
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