Lead Nurturing – The Method Matters
Not all lead nurturing techniques are welcome by your prospects, and others [which might be welcomed at some point] are mis-timed.
A recent Web Buyer's Guide member study demonstrated how technology buyers generally value each of the follow-up methods of communication after downloading the vendor's content. Technology buyers found the following methods extremely or very valuable:
The take-away? While in-person and telephone discussions may seem alluring and powerful, they may not be particularly welcome by your prospects and may in fact hinder a sale if used alone. Instead, consider using a multi-touch approach that utilizes a variety of lead nurturing tactics, including the onsite and e-mail techniques that are most highly valued by technology buyers. By doing so, you’ll be adding value, context and meaning to your communications – and they will better set up that important telephone follow-up for appointment-setting purposes.