Gretchen Scheiman wrote a very interesting article about eNurturing and how email is the perfect channel to keep leads warm until they are ready to buy.
... creating a lead generation program the sales team will support is a challenge. This is where email can be a real hero. An eNurturing program, where leads are warmed up with a series of email communications, can help prequalify and target the best leads for sales -- creating an efficient sales pipeline. A good eNurturing program can even help identify topics for sales to open a conversation with.
Successful eNurturing programs have three key components: sales buy-in, clearly defined goals, and specific success metrics.
1. Sales buy-in. Including your sales team in the planning can help you identify the right targets and topics to address. If sales feels included, they're much more likely to make your program a priority.
2. Clearly defined goals. Ask the sales team to help define what a good lead would look like. This can help you define questions you need to ask, along with needs you should attempt to uncover through your eNurturing messages.
3. Specific success metrics. How many leads need to turn into sales for this program to be considered a success? What is the target gross sales goal? Communicating those metrics upfront can give the sales team a goal to shoot for, and help them sing your program's praise when they meet that goal.
Continue reading here and find out how to create an eNurturing program.
Source: MediaPost's Email Insider