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Building an effective lead nurturing programme
Journal of Digital & Social Media Marketing,
8
(3),
226-232
(2020)
Abstract
Over the past decade, digital marketing has gone through several shifts and exponential growth. To keep customers and prospects engaged throughout the buyer journey, today’s marketers require personalisation along with automation to deliver a unique experience for each person. This paper details how marketers can make lead nurturing more relevant and valuable by using both behavioural and demographic data more strategically to create hyper-personalised campaigns and aligning with the sales team to shorten the sales cycle.
Keywords: lead nurturing; demand generation; account-based marketing; marketing automation; B2B marketing; hyper-personalisation
The full article is available to subscribers to the journal.
Author's Biography
Britney Young is a marketing automation specialist at McKesson. As an experienced business-to-business marketer, she has worked at both large and small organisations in a variety of strategic roles focused on web, e-mail and social media strategy to support demand generation. Truly passionate about all digital marketing and in love with marketing automation, Britney constantly strives to make her marketing campaigns more relevant to customers and prospects.
