The Essential B2B Lead Nurturing Handbook.
Last year, we published a blog series on lead nurturing. We’ve updated and combined these posts into one handy e-guide, which we’d like to offer to you, compliments of the ZUZA Marketer’s Blog. You can download it by filling out the form at the bottom of this post.
What is Lead Nurturing?
Lead Nurturing is the process of cultivating potential buyers by giving them relevant, useful information in the form of white papers, eBooks, webinars, videos and more. This content is tailored and timed to correspond with a buyer’s current need for information, depending on where he/she is in a buying process. Providing this content gives your company credibility as a thought leader, trusted advisor, and someone who really cares about the buyer. This in turn helps you cement a strong, trusting relationship with the buyer well in advance of any actual sales pitch. When the buyer becomes ready to purchase, your company will be at the top of the buyer’s list of potential vendors.
Lead nurturing depends on marketing automation.
Marketing Automation is the industry term for a fast-growing category of online software platforms that automate lead nurturing for you. Without marketing automation, lead nurturing would be a very time consuming process for your team, because you’d have to manually:
- Communicate with buyers about your content
- Track and score buyer engagement with your content to determine sales readiness
- Tailor subsequent offers of content to individual buyers and buying situations.
This could turn into a full time job with even a modest number of leads.
On the other hand, marketing automation can do all of this for you, in real time, for any number of leads, with no effort on your part.
Companies large and small are realizing that they’ve got to do lead nurturing, which means they’ve got to have a marketing automation platform in place. Consequently, the marketing automation industry is thriving. Larger marketing automation vendors are acquiring smaller vendors and new vendors are springing up constantly. Each promises to make your lead nurturing easy.
But there’s a lot more to marketing automation than meets the eye. Different platforms work in different ways and offer varying functionality. Pricing is all over the map. And truth be told, there is a significant learning curve to effectively use any marketing automation platform, never mind just choosing the right platform for your particular business case.
How to make sense of it all.
In the coming blog posts, we’re going to help you sort through the dizzying landscape of marketing automation platforms and complimentary technologies. To give you full context first, were offering you this guide to B2B lead nurturing.
This comprehensive, easy-to-use handbook will show you the essential steps involved in designing, launching and maintaining your successful lead nurturing program. Get your copy now, absolutely free, courtesy of ZUZA.
Complete this form for your free lead nurturing handbook. We’ll email you right away with your instant download link.
Here’s to the Marketing Champion in all of us. See you in the next post.