As a B2B marketer, I spend a lot of time thinking about marketing funnels. The very idea of a marketing funnel, however, is a bit of a misnomer. When you pour liquid into the top of a funnel, it flows effortlessly to the bottom.
Unfortunately, that’s not the case for sales leads. Just because a lead is in the proverbial funnel doesn’t mean it will ultimately convert into a sale. As you and I both know, it’s never a good idea to bet on a sale. Just because you had a good sales meeting doesn’t mean you’ll be closing the deal anytime soon, or ever.
What if there was a way to remove some of this variability from the marketing funnel? Welcome to the world of automated lead management, where leads are nurtured by providing the right information to the right prospects at the right time, all without lifting a finger…
The Full-Time Funnel: Improving B2B Lead Nurturing with Marketing Automation
