Introducing The Sophisticated Marketer's Crash Course in Lead Nurturing

Turn anonymous and known leads into customers using multi-channel nurturing

May 27, 2015

Lead nurturing is an increasingly crucial tool for B2B marketers. In fact, a recent study indicated that companies excelling in lead nurturing generate 50 percent more sales-ready leads – at one-third of the cost.

The most effective lead nurturing practitioners are using sophisticated email programs – typically controlled by marketing automation software – to stay in touch with prospects who aren’t yet ready to buy. While email is an effective approach to nurturing leads, it’s not perfect. For one thing, only 5 percent of website visitors share their email address, which means that 95 percent of website visitors can’t be nurtured via email. For another, just 20 percent of prospects who have shared their contact information actually open marketers’ emails.

Battling these limitations, the most forward-thinking B2B marketers are searching for ways to move beyond email, implement multi-channel nurturing, and get more from their lead nurturing programs. This new guide from LinkedIn can help B2B marketers do all of those things – Introducing The Sophisticated Marketer’s Crash Course in Lead Nurturing. This guide explores how B2B marketers can derive huge benefits from multi-channel nurturing, which layers display and social advertising onto email nurturing programs.

Download our latest eBook and learn:

  • Why lead nurturing has become critical for B2B marketers.
  • Why lead nurturing is an essential part of an always-on marketing program.
  • Why alignment between the marketing and sales department is crucial for building a strong lead nurturing program.
  • The building blocks of an effective lead nurturing program, such as strategy, personas, audience segmentation, and data hygiene.

The Sophisticated Marketer’s Crash Course in Lead Nurturing also features multi-channel nurturing success stories from Cetera Financial Group, Groupon UK, and Workfront. Additionally, lead nurturing experts Ardath Albee from Marketing Interactions, Justin Gray from LeadMD, Andrew Hickey from eCornell, John McTigue from Kuno Creative, and Shantel Shave of Hootsuite share their insights on how to build effective and efficient lead nurturing programs.

For more information on how you can create a thriving lead nurturing program, download The Sophisticated Marketer’s Crash Course in Lead Nurturing.