Last Thursday, I spent a solid half hour explaining the intricacies of how we helped one organization execute a lead-nurturing campaign that generated $4.9 million in additional sales pipeline growth in eight months. Look for the replay of this Marketing Experiments web clinic later this week.
I delved into setting up lead-nurturing tracks, documenting the lead-nurturing process, measuring lead-to-opportunity conversion rates and the like. (Want clarity on what lead nurturing is? Watch this two-minute video: http://bit.ly/fvJVL6)
At the webclinic’s conclusion I was asked, “What’s the quickest, cheapest way to implement lead nurturing?”
I get that question all too often. So I thought I’d use this platform to share my barest-bones lead-nurturing strategy. I’ll do my best to resist the urge to elaborate. Volumes could be written about each bullet point. In fact, they have been.
Lead nurturing can be executed without expensive marketing automation tools; there are plenty of simple, low-cost platforms to start off with. You can create databases in Excel and run mail merges from Microsoft Outlook.
I hope this quick-and-dirty rundown of lead-nurturing execution is helpful. If you want more details, look for the webclinic posting later this week. Check out my free eBook, too.
Finally, let me know if you want me to simplify this explanation even further. After all, Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”
Source from : http://b2bleadblog.com/email-marketing