Lead nurturing is a common term in B2B online marketing. As an online marketer you score leads through inbound marketing. Every step in the purchase process means new information about the potential customer. Enriching these leads with information about online behaviour is the basis for lead nurturing. Marketing automation techniques enable adding increasingly targeted profile information to the prospect. Through certain behaviours prospects (or leads) can be given the characteristic “hot lead”. That is the moment to for example, pick up the phone or use liquid content modules to make an offer impossible to refuse. Monitoring this lead until the decision is lead nurturing. In fact, nothing new.
Organisations today do more and need to be more creative to get the products to the attention of the target group at the right time. Lead nurturing contributes to this and fits within a fully equipped online marketing department.
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