Building an effective lead nurturing programme

Britney Young
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Britney Young: McKesson, USA

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 3, 226-232

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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