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?