Coaxing Long-Term Leads to the Finish Line

[ECTNews]

 "Half of the marketing money you spend is wasted -- trouble is you don't know which half," said William Lever of Lever Bros. in 1885. With due respect to Mr. Lever, we know a significant portion of the wasted half is made up of opportunities qualified in an initial lead qualification initiative -- but not followed up over the long term. The good news is that we can reap the value of these long-term leads with best-practice lead nurturing processes. The end result: It's possible to exponentially grow the return on the original program with only an incremental investment.