Marketo have just released a Lead Management Success Center. It contains a mix of different types of content such as ebooks, webinars, reports and kits, as well as a load of external respurces and reports – certainly well worth a look for those who are needing to implement Lead Nurturing, Lead Scoring or Lead Management programmes.
Here’s a sample of what lies within this resource centre:
NURTURE SALES LEADS
Once you have defined a sales-ready lead, it’s time to nurture your lead pool to generate as many sales-ready leads as possible. Lead nurturing is the process of delivering targeted, personalized resources and offers to your entire lead funnel to move prospects through the buying process.
We have found that companies with excellent lead nurturing programs generate 50% more sales-ready leads at 33% lower cost.
How does a company nurture leads until they’re ready to buy?
First, determine your prospects’ unique preferences. What topics interest them the most? What challenges are they wrestling with today? Do they respond better to emails, social media, webinars, or a mix of communication methods?
Carefully evaluate which topics draw the most attention from individual prospects. An automated lead management tool will help track your customers’ likes and dislikes to coordinate the sophisticated communication strategy that lead nurturing requires.
"Lead nurturing is at its most powerful when messages to the prospects are triggered based upon their actions - thus enabling you to deliver more relevant content to them easily and cost effectively. Nurturing and nudging is crucial to relationship building as it gives the prospect an opportunity to evaluate your expertise as a company as well as psychologically making them feel somewhat indebted to you for providing such valuable information, so that when the time comes, they've already decided that you are the company they want to do business with".
- Kath Pay (@kathpay), eCRM & Email Marketing Consultant & Trainer, Plan to Engage
The most important characteristic of effective lead nurturing campaigns is to consistently deliver highly valuable, relevant (and branded) content.
"Give away content that people would pay for. Don't be stingy with the quality of content you share or the detail you provide. Give away your gold. You have a deep well; give away overflowing buckets of icy cool water, and people who are even remotely thirsty will come back to pay for the rest".
- Joanna Wiebe (@copyhackers), cofounder of Copy Hackers
You can find all of the resources here: http://www.marketo.com/lead-management/