In the three-paragraph introduction, Oracle tightly lay out the reason why lead nurturing is needed to be competitive, “If done well, lead nurturing can build a strong brand loyalty long before the prospect is ready to buy.”
Title: Lead Nurturing
Subtitle: Guide for Modern Marketers
Published by/Authors: Oracle Marketing Cloud
This is an A to Z premier on lead nurturing from the real, undisputed, leaders in the field. Of course, lead nurturing has been around since the late 60’s when Art Simon introduced it with Inquiry Handling Service (the original pioneer in the sales lead management field). This is considered and editorial.
Oracle has it right, as did Simon when they describe this simple process as “cultivating leads that are not yet ready to buy.” In the three-paragraph introduction they tightly lay out the reasons why lead nurturing is needed to be competitive, “If done well, lead nurturing can build a strong brand loyalty long before the prospect is ready to buy.”
The concepts haven’t changed but the delivery options, frequency and technology has taken nurturing to precise and sophisticated levels.
- What is Nurturing?
- Understanding Lead Nurturing
- Lead Nurturing Basics
- Five Steps to Success
- Best Practices (Measuring Effectiveness is a part)
- Advanced Practices (love the reengage lost deal/no deals comment)
- Tools and Technologies (One-to-One communication)
This paper is somewhat different from others that discuss nurturing, they subtly mention the importance of nurturing to the customer and not just consider it a new customer acquisition program. As in other Oracle white papers they don’t make grandiose claims about themselves or their products, they stick to the best principles without pushing their own solutions. This in itself, makes it worth the read.
- Marketing Operations
- Content Management and Creation
- Product Management
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