Latest White Paper Release:

5 Steps to lead nurturing

Setting up a lead nurturing campaign is not a science. However, there are certain steps you need to follow in order to ensure the efficiency of your emails. For instance, you shouldn’t be pummeling recipients with sales pitches. Instead, you should start out by sending useful, low-commitment information with content-based calls-to-action. Gradually, you will introduce a middle-of-the-funnel call-to-action that is tightly related to your initial point of contact. For example, if you are a marketing manager at a HR software company, and your lead has downloaded an ebook on people management principles, eventually you’ll surface a call-to-action suggesting they demo your people management software.

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