Digital Resources

Digital Resources

The Definitive Guide to Lead Nurturing

The Definitive Guide to Lead Nurturing

Lead nurturing is becoming increasingly important as consumers’ relationship with marketing changes. Buyers tend to take time to make a purchase, and that process includes self-education and building trust with the company they plan to buy from. Additionally, they engage with brands from multiple channels, including social media, web, email, and more usually before marketing efforts reach them directly. To maintain a relationship with these leads, you must develop consistent, targeted, and timely communication with buyers at their own pace throughout the sales cycle.

By implementing a marketing automation platform, you can develop flexible, adaptive communications at scale by developing a lead nurturing strategy and program. In developing a lead nurturing program, you can develop and maintain long-term relationships with buyers, increase click-through rate (CTR) and propensity to buy, and build brand advocacy. These campaigns allow you to interact with buyers while gauging their interest and behavior so you can create even more relevant lead nurturing campaigns in the future, ultimately increasing return on investment (ROI).

In this guide you will learn:

  • What lead nurturing is
  • Why your business needs lead nurturing
  • How to create a lead nurturing strategy
  • How to set-up your team and technology
  • Whom to nurture
  • How to approach multichannel lead nurturing
  • How to plan and produce content that tells your business story
  • The importance of using basic and advanced segmentation
  • The benefits of testing and optimization
  • How to calculate the ROI of lead nurturing

The Definitive Guide to Lead Nurturing will help you interact with your buyers and understand their interest and behavior, gain deeper insight into their buying intent, increase the relevancy of future lead nurturing campaigns, and ultimately benefit from more and higher quality sales leads—increasing conversion rates and driving explosive revenue growth.

About The BCMA

The BCMA is the global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry. Find out more here

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