New Research Benchmarks Best Practices in Lead Nurturing

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Insights into how Top Performers maximize the potential of the opportunities in their sales pipeline

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The power of lead nurturing is that it enables a company to engage prospects in highly relevant, personalized interactions, based on prospect behavior.

Gleanster today announced the publication of a "Gleansight" benchmark report that reveals best practices in lead nurturing. The report is 23 pages in length and includes a vendor landscape section with analyst commentary about most of the related technology solution providers.

The report, simply called Lead Nurturing, is based on the experiences of hundreds of companies and can be downloaded for free from the Gleanster website.

Lead nurturing is a technique for building campaigns that interact with prospects across multiple touch points. Nurture campaigns progressively move prospects through a series of relevant content stages that map to the prospect’s buying cycle. Leads mature from awareness to a sales-ready stage through an automated system.

"Without a methodical system for qualifying, processing and closing leads, going after prospects is a shot in the dark," said Ian Michiels, who serves as a research advisor at Gleanster and is author of the forthcoming book Lead Nurturing for Dummies (Wiley, 2011). "The power of lead nurturing is that it enables a company to engage prospects in highly relevant, personalized interactions, based on prospect behavior. It prioritizes prospects so that salespeople are working on the hottest leads at all times and maximizing the full potential of the opportunities in their sales pipeline."

The report explores the processes for determining which leads are sales ready (versus those that should be funneled through the nurture process) as well as the technologies, organizational resources and performance metrics that Top Performers are using to make lead nurturing a done deal.

For Top Performers, the most compelling reasons to implement a lead nurturing initiative include increasing revenue, sales productivity and the number of sales-ready leads. According to 84% of the 279 companies surveyed, the top challenge lies in developing effective nurture marketing campaign content. This was closely followed by the need to achieve acceptable customer data quality.

Related Gleanster research includes "Deep Dive" analyst perspectives - e.g., "Measuring the Value of Lead Nurturing on the Sales Pipeline" - as well as Success Stories that bring the research to life with real-world case studies.

About Gleanster
Gleanster is an IT market research firm that benchmarks best practices in technology-enabled business initiatives. Gleanster generates actionable insights that allow companies to make smart business decisions and match their needs with vendor solutions. The research, which draws from the experiences of tens of thousands of industry practitioners, is predicated on four guiding principles: specificity, objectivity, brevity and clarity. Gleanster ascertains how Top Performers achieve their desired business objectives — and how Everyone Else can, too. For more information, please visit http://www.gleanster.com.

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