Despite the capabilities of modern marketing automation platforms, many B2B marketers still approach nurture with a short term mindset.
Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible.
The result is often a series of short term “nurture” programs combined with campaign blasts sent sporadically to a huge list of inactive contacts.
Yes, it may be an improvement from when all you had were batch email blasts, but you can and should do so much more today. [Read more...]