Lead Nurturing

According to research of MarketingSherpa (2012), companies that nurture leads have an ROI that is higher than 45% compared to organizations without a nurture campaign. But what does nurturing actually mean?
In short, lead nurturing is taking a potential B2B buyer by the hand (in other words lead) and take it to the next phase of the buying process in a natural way. Only how do you take a client by the hand? By consistently offering relevant content at the right time. With a nurture campaign you reach several marketing goals:

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In my last blog Meagen Eisenberg (Vice President of Demand generation at DocuSign in the US) shared her vision on the importance of mutual understanding and a good cooperation between marketing and sales. But what obviously improves the relationship between these two departments even more is the quality of leads that marketing gets from sales.

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Generating more leads is a crucial challenge for any B2B marketer. As such, the following situation should be neither surprising nor strange to you. As you hand over your leads to your sales colleagues for following up, they tell you your leads are useless. Why? Apparently your so-called leads are not ready to buy. They are not qualified and this frustrates the sales department. Sounds familiar? Then it’s time to rethink your way of working and start nurturing your leads before you hand them over to sales.

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In the spotONvision master class: ‘From Lead to Customer’ you will learn how to move to profitable marketing with content, processess and technology.

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