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Lead Generation For Dummies by Dayna Rothman

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Chapter 17

Learning the Basics of Lead Nurturing

In This Chapter

arrow Building relationships with leads that aren’t ready to buy

arrow Driving leads through your sales funnel with lead nurturing

arrow Creating a variety of lead nurture campaigns

arrow Making sure your lead nurturing efforts are multichannel

Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. Many of your lead-generation tactics will be very top-of-funnel, meaning you are hopefully casting a wide net and generating a lot of new leads. However, due to today’s buying process, the majority of those leads are not ready to buy, since they are still researching options. Without a process like lead nurturing, your lead-generation efforts are dead in the water, meaning you are missing a huge opportunity for your lead-generation efforts to convert to revenue.

Through lead nurturing, you can provide relevant material that maps directly to each phase of the buying cycle, persona, and interests. Basically, lead nurturing plugs ...

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