A marketing expert has advised businesses of the importance of a profitable lead nurturing programme.

Jim Lenskold, founder and president of the Lenskold Group, explained that in order to develop a successful and money-making lead nurturing programme, firms have to first align their strategies and objectives to the business outcomes their programme are likely to influence.

Mr Lenskold pointed out that nurturing can increase three primary variables – lead volume, customer value and conversion rates, as well as provide an opportunity to decrease costs. He thus urged firms to maintain awareness and interest for increased lead volume.

“The frequent touch points from nurturing marketing, combined with the educational content and engagement opportunities, keep awareness and interest high so that your solution is top of mind as prospects’ needs change,” he commented on Marketing Profs.

Mr Lenskold added that when a programme to nurture stalled leads is integrated into acquisition marketing, the lead volume should increase, as more prospects contact or accept a contact from sales.

Don Davis, editor of Internet Retailer magazine, recently extolled the sales generating benefits of corporate videos within an effective marketing strategy.

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