Your marketing campaign is running like clockwork. You deliver leads to your sales colleagues. And now it’s time to wait for that first deal, right? But what if those deals fail to materialise and Sales complains about the quality of the leads? Moreover, Sales has several target accounts they want to bring in. Recognisable? Cooperation […] Read more
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: […] Read more
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. […] Read more