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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Chapter 10

Managing Your Leads: Automation and Nurturing

We’ve just thrown out the word nurturing, and there’s not going to be any talk of raising children, cultivating vegetable gardens, or indulging in spa treatments or spiritual retreats. Instead, we’ll discuss the delicate process of not alienating your customers once they decide you’re a candidate for their B2B business.

It’s difficult to resist the urge to pummel the prospect with repeated calls to buy. The delicacy of the lead handoff is often handled in mass, and it’s tempting to smother all your prospects with the same case study, the same promotions, and the same vague, vanilla jargon. Nurturing works best when you respect the prospect’s stage of consideration and determine the content ...

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