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Lead Nurturing Workbook

  • 21 June 2013
  • Author Marc Keating Chief Innovations Officer

Marketing automation is now an essential platform for any B2B marketing strategy. When combined with market and audience insights, aligned with interactions mapped along the buyer journey and injected with creative content, it takes prospects on the quickest route from click to purchase.

But maximizing the value of the investment in campaign automation and realizing its full potential can often be a challenge. This Workbook will guide you through the most important aspects and stages of developing a lead nurturing strategy, including;

• Defining your audiences
• Mapping the perfect buyer journey experience
• Developing a campaign strategy and lead nurture touches
• Selecting the most appropriate content assets

We have also included a handout with the five most important tools. These models can be used on their own by a marketer or as part of a workshop with the wider team. And remember, we have a team of expert planners ready to help guide you through the process.

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