With the right execution, an effective B2B lead nurturing program begins as soon as a prospect interacts with your content, and continues until a relationship has been built, the lead is qualified and forwarded to a sales person for follow up - which can take months.
However, nurturing has proven to be extremely worthwhile, as half of all buyers' inquiries eventually result in a purchase.
This white paper summarizes the key takeaways of Madison Logic's recent webinar, Lead Nurturing: A Multi-Touch Journey, which features:
Ruth P. Stevens, Adjunct Professor, Columbia Business School; Author, Maximizing Lead Generation: The Complete Guide for B2B Marketers
Erik Matlick, CEO Madison Logic
Lana McGilvray, (Moderator) Principle, Blast PR