“Lead nurturing requires lead scoring”
Relying on scores at the outset is NOT the best choiceMonitor behaviors directly - Get some experience
with raw data before creating your first scoring algorithm
1
Nothing could be further from the
truth
“The sales organization doesn’t have a role in lead nurturing”
Sales folks know how to establish and
maintain relationships and they already have
an instinctive sense for the nurturing process -
They can offer
valuable guidance.
2
Certainly NOT
“Nurturing ends when a lead moves to the CRM system”
Although “hot” leads need prompt action to close a sale, more often than not the nurturing continues in the sales organization.
3
The environment changes constantly - Monitor your tracks constantly and optimize as required.
“A successful nurturing track never needs to be changed”
Don’t bet on it
4
Not true!
“Startups or small business don’t need lead nurturing”
Nurturing is the best way to scale when you have
fewer resources. Company size is
irrelevant.
5
“Lead nurturing requires no human intervention because it’s automated”
Nope!
Automation enables huge productivity gains, but optimizing nurturing
tracks is a manual process and requires
human judgment.
6
“Nurturing leads doesn’t cost anything”
Although marginal costs are low, there are fixed overhead costs associated
with any marketing track as well as optimizing learnings for future use.
Completely untrue
7
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