White Paper:
The Marketing Imperative for 2009: Build a killer lead nurturing program.

In this white paper, we'll adress these following common lead follow up issues and how to fix them with a proven lead lifecycle email marketing program.

• 90% of leads are being lost or go unused due to ineffective lead nurturing programs.
• Lead response times must be done within minutes, not hours or days.
• Overall sales cycles are getting longer and therefore require more automated nurturing.
• Companies are being asked to do more with less.
• The sophistication of the buyer is higher than ever before because of the internet.
• Context of communication must be genuine and relevant.
• Sales MUST be involved in the design of a lead program to define buyer types, sales cycles and define what is a "qualified lead".
• Lead nurturing process must include how to deal with a lead that is not active or responding.
• Timing is key: accelerate process if active...keep at a methodical pace if inactive.
• Alert sales immediately when time is right, and provide sales with simple marketing tools to respond with proper collateral, positioning, and branding.

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