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Lead Nurturing and Management: Best Practice Guide
B2B Marketing, Oct 2010, Pages: 46
Digital media channels are revolutionising the way that we approach marketing. Not so long ago, the B2B marketer relied on direct mail and the trade press to push their products and services. Now, we have at our disposal tools that allow us not only to push our wares but also to pull the prospective customer into a dialogue, nurture our relationship with them and be there at the right time when they are ready to buy. With so much choice in terms of both digital channels and how we use them, how do we determine what we use to drive engagement?
Engagement is the key to success. We will have to leave behind our ad copy writing skills, and instead address needs and offer genuine solutions to business issues. We need to move out of ‘selling’ mode and into ‘solving’ mode.
A whole new marketing strategy is required; we must start by understanding who our current customer is and what they buy from us. By employing techniques such as profiling, segmentation and predictive modelling on our existing customer base, we can develop a plan for acquiring more customers that look like our best customers.
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