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Online Lead Nurturing: E-mail is the Key

Call me impatient, but I want to launch my lead nurturing strategy while I have a client engaged with my offers. Two excellent ways to execute your online lead nurturing campaigns are through "link maps" and automated and triggered e-mail messages.

A link map provides a helpful navigation tool that directs the user to take additional, logical next steps along the buying process. So, for example, once you've made your business case through the download of a white paper, consider creating a 'link map' to the next logical options. This may include links to your Web site, to case studies, product literature or even a product demonstration.

Triggered e-mail messages are effective and welcome if they are executed directly after a content download. In additon to directing customers to additional content, consider directing them to your sales person for an immediate discussion. Nothing gets your sales staff more excited than clients who e-mail and call in-bound based on your lead generation strategies. Score inbound inquires very high on your lead spectrum.

BH

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