B2B MARKETING: WHY LEAD NURTURING REQUIRES AGILITY AND A DIVERSE CONTACT STRATEGY

| October 4, 2016

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Today’s B2B marketer wants more than high-volume, “top of funnel” leads. They are seeking lead scores, project plans, purchase timeframes and further insight to advance leads inside the funnel. Lead nurturing is frequently being identified as the solution to this diverse and fast-evolving set of needs. But it’s a little too easy to say lead nurturing can address all these diverse requirements, and do it in fully automated fashion. Accepted wisdom suggests that companies can deploy a marketing automation system, to build an email campaign with content assets targeted at buyers and their stage in the purchase cycle, in the hope to deliver nurtured, sales-ready leads. But given that much of B2B lead generation revolves around high-tech products and services, it’s clear that this thought process is over-simplified. Complex IT projects integrate technology from multiple vendors, require a variety of technical skillsets, and, often support varying IT architectures – including cloud and on-site equipment.

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Spotlight

MLT Creative

MLT Creative, based on the east side of Atlanta is a B2B marketing agency founded in 1984. The company is known as the Idea Launch Pad® for B2B marketers and has been designated a national Top 125 Agency by BtoB Magazine for three years consecutive years.

OTHER ARTICLES

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Spotlight

MLT Creative

MLT Creative, based on the east side of Atlanta is a B2B marketing agency founded in 1984. The company is known as the Idea Launch Pad® for B2B marketers and has been designated a national Top 125 Agency by BtoB Magazine for three years consecutive years.

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