Demand Generation Blog

Lead nurturing has become increasingly important in today’s information filled world.  With so many options for customers to turn to, and so many avenues for them to find solutions, it’s important to keep your product or services in the front of their minds.  There are many different types of lead nurturing campaigns, all of which help to guide prospects through the sales cycle.  With the varying stages of the buyers journey requiring different types of content, having a platform with the ability to automate these types of campaigns is an invaluable tool to marketers.  Hubspot allows marketers to create email workflows that are set to go out depending upon what customers open, click or download. 

These workflows create a drip effect for your sales funnel, enabling your marketing team to focus on content that will drive these prospects towards conversion.  That being said, each stage of the buyers journey and each buyer persona will require a unique lead nurturing approach.  While each of these can be tailored to your specific business and the length of your sales cycle, these are the basic types of workflows your company should look to develop.

Many companies currently utilize inbound marketing strategies.  Supplementing your current inbound efforts with a social media centric account based marketing strategy is a great way to nurture your biggest targets until they are ready to purchase.  It is important to keep your company name in front of your target audience while continuing to educate them about your solutions. The following 7 steps represent a great strategy to supplement your current inbound campaign.

The different elements of inbound and outbound marketing all lend a unique approach towards reaching specific decision makers in a targeted company.  In order to create a comprehensive ABM plan that will work, you will need to outline a plan that involves both inbound and outbound marketing strategies.  Depending on your industry, some of these strategies will work better than others, however, it is important not to leave anything out as your target audience may only respond to one of these tactics.

Since recruiting and developing channel partnerships can be a difficult and time consuming experience, ensuring that your current channel partners maximize their revenue potential is extremely important.  Traditional marketing tactics such as teleprospecting and email will always be necessary, however, the greatest potential for increased revenue in this digital age is through inbound marketing.  Furthermore, the integration of traditional outbound tactics along with an effective inbound marketing campaign will ensure you are getting the most out of your channel. 

Most channel managers spend the majority of their time managing current partners.  The ability to seamlessly add partners to your channel eliminates costly overhead and can increase revenue dramatically.  There are many factors to take into account when on-boarding new channel partners.  You will want to ensure you are recruiting companies that fit the correct industry focus, geographical areas, selling capacity and customer base, amongst several other factors.  This can be a difficult, yet necessary task.  Having a structured step by step process that takes you all the way from identifying potential partners to on-boarding is the best way to ensure your company establishes profitable partnerships.