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How to handle lead nurturing in a small start-up environment?
In a small dynamic start up environment where lead nurturing is done in tandem between marketing and inside sales with a small team, what do you think is the best place to start? i.e. the most bang for your buck.
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- Dos and Don'ts of Small Business Marketing May 29 @ 11 am PT
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2 Answers
One does not need to be a large company to do lead nurturing. It takes brains, not wallet. If the content is strong and organized into a great story aligned with the buying process. And it is mapped against roles and industry -- any marketing automation platform can provide lead nurturing.
In the case of Find New Customers, a small startup has deployed a world class lead nurturing program. Our white paper, How to Find New Customers, which is featured here at Focus, has really engaged our target audience.
Jeff Ogden, the Fearless Competitor and President
Find New Customers
"Lead Generation Made Simple"
http://www.findnewcustomers.net
Trevor:
With limited resources, I would focus on two goals:
1. Responding immediately and systematically to all inbound leads.
2. Regular “touches” with all existing prospects.
Even in a start-up environment, I’d still maintain that a full-blown marketing automation solution like Marketo, Manticore, et al could be a worthy investment, particularly if you have a reasonably significant volume of leads. Marketing automation would enable you to respond immediately and automatically to all inbound leads, ensuring that no opportunities fall through the proverbial cracks and also making sure your reps are spending their valuable time with only the most worthwhile prospects.
As for ongoing lead nurturing, the best tool for a start-up is an effective blog. Not only will this generate inbound search traffic and sales leads, but pumping out regular updates of blog content to email subscribers can serve as a newsletter of sorts and keep your brand in front of prospects until, or if, they have a relevant need.
Howard
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