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Are there any books I should read about lead nurturing?
I want to learn more about the lead nurturing process and develop a training plan, have you read any good books on the subject?
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7 Answers
Absolutely - Ardath Albee's eMarketing Strategies for the Complex Sale is the best book out there to help power lead nurturing and content strategies for doing just that. Don't let the title fool you - it's for B2C as well - the messages changes but the content advice, strategies and tactics can be applied to any business!
I recently attended a DemandGen seminar on lead scoring and nurturing with content delivered by a gentleman from a company called Gleanster. Genius.com also provided content. The person from Gleaster indicated he has a book coming out this month called "Lead Nurturing for Dummies"
I was impressed with his presentation and will be looking for his book. It might be worth a check.
Cheers,
Brian Hansford
President
http://www.Zephyr47.com
I like the one that follows the "K.I.S.S. Rule" (Keep it simple stupid/sweetheart): Lead, Follow or Get Out of the Way!
But seriously, the book that stands "head and shoulders" above all of the rest is "The Speed of Trust" by Stephen M.R. Covey, by Free Press. All other techniques asside, if you do not build an atmosphere of trust first, nothing else really matters! It is in "tade Pub." size paperback. Give this book out by the case as I did.
Bob Lutes
I would second Rebel's endorsement of Ardath's book ... very complete and "meaty". A good compliment to Ardath's book is Brian Carroll's "Lead Generation for the Complex Sale". Another great book from the father of Database Marketing is John Coe's "Fundamentals of B2B Sales & Marketing. All three books are text books in their approach and coverage of sound lead management practices and cover the foundational elements needed to build strong marketing-to-sales processes.
Note that Ardath developed a great eBook together with Genius.com last year that is another primer for B2B lead management/nurturing.
I believe that Brian is referring to Ian Michiels (formerly of the Aberdeen Group) now with Gleanster. His research over the past 3-4 years has been solid and he is good resource to follow as well.
Hope that helps.
Henry Bruce, President
The Rock Annand Group
I am currently reading the Digital Body Language which was written by Steve Wood, co-founder of Eloqua. I think it has a very foundamental approach to understanding your audience and lead nurturing.
I highly recommend Ardath Albee's great book, eMarketing for the Complex Sale. But if you don't have time to go through her book, we have a landing page for lead nurturing at http://www.findnewcustomers.com/leadnurturing We've assembled a lot of good info on lead nurturing there.
Hope that helps.
Jeff Ogden, the Fearless Competitor
Find New Customers "Lead Generation Made Simple"
http://www.findnewcustomers.com
Real-Time Marketing & PR (releases Nov, 2nd)
• by David Meerman-Scott
© 2009 John Wiley & Sons
this is one to watch for/read
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