Whats the best way to nurture leads through an email marketing campaign?
The key to successful lead nurturing is to move away from the traditional mindset that one can generate demand from prospects and to realize that customers control the buying process and will tune out, screen out or toss out any marketing that isn’t relevant to their needs. Today, the marketer’s job is to synchronize marketing activities to the buyer’s process. This means moving from a demand generation mindset to one of demand management or demand facilitation. The key to this is relevance, which we all know means sending the right message at the right time. Here are three key tactics b2b marketers can use to increase relevance: ??Use segmentation to target messages to the right customers. It’s important that you segment not just based on demographics, such as job title and industry, but also on prospect behaviors, such as visiting specific pages on your Web site. ??Use email dialogs, also called drip marketing campaigns, to deliver the right message at the right time. Even simple aut
