Accurate reporting and tracking are among the top concerns for B2B marketers trying to quantify the success of their lead nurturing process.
“How do you know if your lead nurturing process is effective?” says Andrew Moravick, senior research associate, marketing & sales effectiveness, Aberdeen Group. “How long do you need to nurture leads before passing them along to sales? Are things working? There can be a lot of anxiety.”
Moravick will moderate the session “Lead Nurturing: Best Practices for Real Engagement” at B2B LeadsCon, Aug. 22-24 in New York. Along with panelists Bhaji Illuminati of Taulia Inc., Amanada Bass of Commicorp (a subsidiary of Aflac) and Carina Ertl of Swarvoski, he’ll explore how B2B brands can engage brands early in the funnel, ways thought leadership can keep brands top of mind, how social keeps the conversation going and much more.
For many organizations, finding the right technology to accurately measure success
is a challenge, Moravick notes. There are a lot of moving parts when it comes to building effective models, and marketers need to be able to give new systems and programs time to establish benchmarks.
“Executives [outside of marketing] might not understand the importance of these benchmarks and how long it takes to get to that point of implementation,” says Moravick.
B2B marketers are using a number of techniques to nurture leads, from multi-tiered email programs to print campaigns that tie back to digital efforts via QR codes and other variable printing techniques. “Of course, the follow-up directing recipients to a specific landing page with the call to action has to be there,” he says. “Create touchpoints that are trackable.”
To learn more about B2B LeadsCon and register, click here.
More From B2B LeadsCon Speakers:
Nancy Harhut, Wilde Agency: The Challenge of B2B Email Engagement
Curtis Thornhill, Apt Marketing Solutions: Building a Strong Marketing Data Strategy
Jim McKinley, 360Partners: Key Questions To Ask About SEO Before Buying a New CMS