Rising above the NOISE: Using targeted web portals to turbo charge your lead nurturing programs
You have a huge pile of leads... from prospects who have expressed interest, but aren’t ready to buy. You know they will buy eventually so you work on nurturing their interest, educating them on your products and services, incenting them to move now. But in the end, the yield from your efforts are disappointing. Why does this happen?
Lead nurturing tends to focus on two primary actions: Educate and Motivate. Motivation is the easier of the two... Create a promotion, special discount, some kind of time limited event. Education is subtler and more difficult.. But how do you get it to them and how do you measure the effectiveness? Email is the cheapest and easiest distribution mechanism. Email is timely and inexpensive but it’s fatally flawed in three critical ways: The information communicated through email isn’t organized, convenient or current.
So what’s the alternative?
Marketing organizations are experiencing significant success using targeted, private web portals in conjunction with email to increase lead nurturing yields and improving prospect dialog. These web portals are mini-websites that contain the content and messaging for a targeted prospect group. Email is used to alert prospects when new content has been added and to remind them to visit.
Todays show is an extension of a recent webcast sponsored by Craig Nelson, president and CEO of iCentera Corporation. They’ve helped companies of all sizes including ADC, Sage Software, and even the American Marketing Association perform targeted one to one messaging, and build better relationships with key customers, partners and prospective customers.
Find out if there really is a possibility to create high levels of customer intimacy with Web portals, and how you can do it yourself by viewing iCentera’s recent webcast on this very topic.
