Introduction to Integrated Marketing: Lead Nurturing
In this whitepaper:
Qualified leads are hard to get; you can't afford to lose or waste them. 70% of the qualified leads that make it to sales get disqualified or
discarded, often because they just aren't ready to buy now. But 80% of those "bad" leads will ultimately go on to buy from
you – or from a competitor – within 24 months. What to do? Nurture them until they're ready to buy.
A very simple lead nurturing workflow may involve just a series of four or five email messages sent over a period of several weeks. A more
advanced workflow may include multiple touch points, content offers, and communication channels, all over a much longer period, and with
multiple variations. It's a good idea to start with a simple workflow, and then allow your campaigns to evolve over time.