What is lead nurturing?
Posted: Mon Jan 20, 2025 8:26 am
Nurturing leads continues to educate them after the initial collection of their contact information with the goal of eventually converting them into customers. This is typically done through email nurturing campaigns and retargeting ads that are meant to move prospects through the buyers journey. What typically happens is that marketing uses lead scoring in these educational moments to arbitrarily determine when someone is ready to talk to sales. Lead scoring is a way to assume that a prospect is interested in purchasing your solution based on engagement with your content.
What is Account-Based Marketing (ABM)?
ABM is about narrowing the focus of the entire sales team to focus on a subset of the total ICP at any given time. This narrow focus allows the team to use a more tailored approach by better understanding the problems of a few companies or segments. The team can create content and resources that help these select few get better at their jobs. From a marketing perspective, ABM is typically event planner email list managed by someone on the demand generation team. It is vital that the DG team aligns its activities to support the company’s go-to-market strategy, including managing ABM activities.
What is intent data?
With the growth of ABM, intent data has become a hot topic. Intent data is similar to lead scoring but at the account level and scores activities outside of the prospect’s engagement with you. While this can be valuable for prioritizing your target accounts from day to day or week to week, it’s just another assumption about the prospect’s intent.
Measuring Success – Demand Generation Metric
Top-level demand generation metrics revolve around pipeline, revenue, and spend. It’s also helpful to measure conversion rates split between demand capture and demand creation activities. Demo, pricing, and contact us vs. non-purchase intent actions. Then, pipeline metrics can help you improve efficiency.
What is Account-Based Marketing (ABM)?
ABM is about narrowing the focus of the entire sales team to focus on a subset of the total ICP at any given time. This narrow focus allows the team to use a more tailored approach by better understanding the problems of a few companies or segments. The team can create content and resources that help these select few get better at their jobs. From a marketing perspective, ABM is typically event planner email list managed by someone on the demand generation team. It is vital that the DG team aligns its activities to support the company’s go-to-market strategy, including managing ABM activities.
What is intent data?
With the growth of ABM, intent data has become a hot topic. Intent data is similar to lead scoring but at the account level and scores activities outside of the prospect’s engagement with you. While this can be valuable for prioritizing your target accounts from day to day or week to week, it’s just another assumption about the prospect’s intent.
Measuring Success – Demand Generation Metric
Top-level demand generation metrics revolve around pipeline, revenue, and spend. It’s also helpful to measure conversion rates split between demand capture and demand creation activities. Demo, pricing, and contact us vs. non-purchase intent actions. Then, pipeline metrics can help you improve efficiency.