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Brian Caroll
Author of "Lead Generation for the Complex Sale" and CEO of In Touch, Inc |
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Steve Gershik
Vice President of
Marketing Innovation
Eloqua |
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May 15, 2008
2 PM ET | 11 AM PT | 19 GMT
Duration: 20-minutes |
The Human Touch of Lead Nurturing/
Marketing Automation
Average sales people think they are most effective when they talk with someone WHEN they are ready to buy. Top performers seek to build relationships with the right people in the right companies BEFORE they're ready to buy. This is where marketing and the "human touch" of lead nurturing can have a profound impact.
Therefore, in all your communications, seek to be a resource to prospects regardless of their readiness to buy. Move from campaigns focused on lead generation to conversations that establish your and your company as trusted advisors who can help buyers sort through the challenges they’re facing. Use the capabilities of marketing automation (customization, automation, dynamic content, etc.) to accentuate the human touch in your nurturing programs and become a trusted, expert guide to prospects.
Brian Carroll is the CEO of InTouch, Inc., author of Lead Generation for the Complex Sale (McGraw-Hill 2006) and the B2B Lead Generation Blog. Brian has been profiled and regularly quoted in publications such as Business Week, BtoB Magazine, Selling Power, The Wall Street Journal, CMO Magazine, Target Marketing, Inc. magazine, Marketing News, DM News, Marketing Profs, MarketingSherpa, Software CEO and Rain Today. Brian speaks to 20,000 people a year on improving marketing effectiveness and lead generation strategies for the complex sale. Brian's B2B Lead Generation Blog is read by thousands each week.
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