Nurturing Sales Leads
In business-to-business transactions the sales cycle can be months and in some cases years. It therefore behooves firms to keep prospects engaged by continually nurturing the relationships with offers of educational research reports, related documents and webcasts.
Marketing continues to nurture even after Sales is engaged with the prospect. Indeed, nurturing of customers is crucial to retention, up sell and cross sell.
Effective Lead Nurturing:
- Reinforces the value proposition of your product
- Educates prospects on the fit of the solution to their need
- Creates differentiation for your company and product
- Maintains top of mind for the brand; wins mindshare
- Can help you learn more about their wants, needs, priorities
Market2Lead has several capabilities that drive the success of lead nurturing. Our Response Management functionality includes dynamic conversational progressive profiling, which helps you learn more about your prospects every time they return to your website. We offer PURLs, and personalized microsites and landing pages to increase the engagement of returning visitors and customize their experience. And we offer two types of automated lead nurturing campaigns so that marketers can quickly, economically, and effectively nurture tens of thousands or hundreds of thousands of prospects every week: Adaptive Campaigns and Workflow Campaigns.
The recent increase in the number of touch points and media options available to marketers has made it imperative that organizations track and coordinate their multi-channel marketing efforts to ensure that they don’t fatigue prospects. Market2Lead can help you coordinate your multi-channel campaigns across:
- Websites, Paid Search and Personalized Microsites
- Telemarketing
- Print (direct response, catalogues)
- Events and shows
List segmentation in Market2Lead is easy to use but very powerful. All contact activity is stored in the contact record so when you want to create a new target list for a program, you simply select the fields and values right out of the contact’s record.
- All contact activity history including website visits
- All contact demographic data
- Contact lead score and status
- Account fields
- Opportunity fields
Marketers can quickly create dynamic and personalized email messages using a range of content creation tools such as a WYSIWYG editor, templates or by uploading external HTML content. The system tracks email campaign metrics for delivery, quality and success. And marketers can ensure that they adhere to the can-spam guidelines.
- Create email programs easily or deep-copy and reuse existing programs with one click
- Create html and text-based content and reuse in other programs
- Send emails manually or set for automatic distribution
Creating automated lead generation campaigns should be fast and easy. The goal is to enable marketers to run even more campaigns, nurturing more prospects to a Sales ready state sooner.
- Re-use of templates, forms, lists, and offers in multiple campaigns saves time
- Drag and drop graphical editor for automated lead nurturing campaign design makes it easy even for marketing novices
- Best practices wizards provide guidance to building successful and effective campaigns
- Entire programs can be copied with a single click
Market2Lead provides a folder hierarchy for assets used in the system, and provides the highest level of reuse of assets in the marketing automation industry. Market2Lead uses Smart Tags to link to, and therefore re-use, assets such as forms, lists, offers, form branding, email branding and so on.
- Changes to an asset can have an immediate effect on all programs that use it
- Creating new programs is fast and easy, just click to add forms, templates, and offers
= Included in Professional Plus Edition 
= Included in Enterprise Edition 
= Optional
= This Feature is Only Available from Market2Lead