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Is multi-channel marketing an important part of lead nurturing?
How important is multi-channel marketing in the lead nurturing process?
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Modern buyers get their information from all kinds of places now -- from friends and colleagues, from blogs and other social sites, from search engines, and yes, from direct mail, broadcast, outdoor advertising and through sponsorships.
I've worked with clients who improved conversion rates (suspect to qualified lead) by more than 50% by just adding a single extra channel to their lead nurturing plan. For example, one customer generated an extra 200 attendees to a Webinar program just by adding a flat direct mail reminder to the marketing automation flow. Others have incorporated automatic voice mail drops to their nurturing, with messages and offers that invite the prospect to a personalized landing page (PURL).
It's important for digital marketers to realize that there's an amplifying effect of multiple channels on campaign effectiveness. Brand marketers have known this for years, and the same practices can help you in your lead nurturing success.
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