Lindsey Gusenburg says, “Lead nurturing is a critical part of a marketer’s job, especially in the B2B space. Forrester suggested that a B2B buyer’s journey could be anywhere from 65-90% complete by the time he or she contacts the vendor to move forward with a sale. This reality of a modern buyer’s behavior has added a layer of complexity to both the strategy and technology we use to guide leads through the sales funnel.

Marketers have approached this challenge primarily through email marketing — and more recently through marketing automation. However, even with significant advancement in automation technology, the method of delivering nurturing messages (via email) has stayed the same”.

How to Expand Your Lead Nurturing Strategy Beyond Just Email

HubSpot

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