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7 lead nurturing myths


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Marketers are deluged with information and opinions that purportedly inform you how to do your job better. Although there’s a lot of useful stuff out there, sometimes misinformation and myths masquerade as expertise. We want to set the record straight about some of the common mistakes we’ve seen in the marketing automation space.

Published in: Business, Technology
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7 lead nurturing myths

  1. 1. 1 “Lead nurturing requires lead scoring”Relying on scores at the outset is NOT the best choice Monitor behaviors directly - Get some experience with raw data before creating your first scoring algorithm
  2. 2. “The sales organization doesn’t have a role2 in lead nurturing” Nothing could be further from the truth 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.
  3. 3. “Nurturing ends when a lead moves to the3 CRM system” Certainly NOTAlthough “hot” leads need prompt action toclose a sale, more often than not thenurturing continues in the salesorganization.
  4. 4. “A successful nurturing track never needs 4 to be changed”Don’t bet on itThe environment changes constantly -Monitor your tracks constantly andoptimize as required.
  5. 5. “Startups or small business don’t need5 lead nurturing” Not true! Nurturing is the best way to scale when you have fewer resources. Company size is irrelevant.
  6. 6. “Lead nurturing requires no human6 intervention because it’s automated”Nope! Automation enables huge productivity gains, but optimizing nurturing tracks is a manual process and requires human judgment.
  7. 7. 7 “Nurturing leads doesn’t cost anything”Completely untrue Although marginal costs are low, there are fixed overhead costs associated with any marketing track as well as optimizing learnings for future use.