3 Reasons why lead nurturing and scoring have NOTHING to do with software


B2B Demand Generation | Lead nurturing and scoring

Want to develop and deploy a world-class lead nurturing and scoring program in your Lead Nurturingcompany? Better post a job for someone with experience in the software you use such as Eloqua, Marketo, Silverpop, Act-On, Manticore, Aprimo, etc., right?

WRONG!

Here are three reasons why Lead Nurturing and Scoring have NOTHING to do with software.

  1. Lead nurturing is about telling a great story – from Problem to Solution. Story-telling skills have nothing to do with software.
  2. Lead nurturing relies on delivering the right content to the right executive in the right media at the right time. That means you need great content in various media. Content marketing is not software.
  3. The foundation of lead nurturing and scoring is buyer personas, buying processes and agreed lead definitions. This requires insight and conversation and has nothing to do with software.

The very last step you do will be to add the campaigns and scoring to software. That is a rather trivial step.

My advice to you is this. Find an expert in lead nurturing and scoring – not software.

We invite you to check out the Lead Nurturing and Scoring Service from Find New Customers or watch me explain the ideas on YouTube.

To check out the Lead Nurturing and Scoring Service from Find New Customers, click the highlighted words.

Coming up tomorrow: We reintroduce our superb white paper and explain what Sales really needs from your marketing team.

This blog publishes 7 days a week and 2 times a day on weekdays. Keeping it fresh!

Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

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