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Lead Nurturing is the process of building relationships with prospects, with the goal of earning their business once they are ready.

You do this by being helpful and relevant, providing value beyond what you sell.

A dinner date might be Chinese one night and Italian another night.

But never irritate your subscriber with too many emails.

Email marketing is often compared to spam, and for a good reason.

There’s this quote I love from Scott Brinker, who runs a blog called Chief Marketing Technologist.

In fact, studies have shown that 73% of all B2B leads are not sales ready.

Rather than letting those leads sit around, lead nurturing is a way for your business to educate these prospects, build trust, and help them along their path to purchase.

Instead of nurturing those leads, you pass them right to sales. If the lead isn’t ready to buy, however, then the lead is sent back to marketing, who will use lead nurturing.

The hope is that if the lead is successfully nurtured, they will be passed back to sales when ready.

There are three steps to creating a successful automation strategy: The first is a traditional approach to lead nurturing. This could be online or offline, through anything from a trade show to a webinar.


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