nurturing

Seven simple tips for improving your B2B lead nurturing

If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.

But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.

David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.

The first step for Pardot was to actually ask the B2B consumer “what steps do you take to research and purchase a solution?”

This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.

So, what are David’s seven tips for nurturing leads?

Is your marketing process on auto-pilot?

Wouldn’t it be nice if your marketing process was on auto-pilot? If
one platform could link up your sales, online and offline databases, as
well as figure out purchase habits the instant customers make
their first purchase?

That future is now, that future is marketing
automation. 

In order to help marketers understand this technology, we recently released our Marketing Automation Best Practices report. The following is a brief outline of some of the main topics covered in this report.