Here are 4 components of an effective lead-nurturing campaign that will entice your potential customers and have them moving down the sales funnel.

Your content marketing objectives really come down to one basic goal: to generate a high number of quality leads. These leads will help drive tomorrow’s revenue and increase sales. In fact, 85% of B2B marketers say lead generation is their most important content marketing goal.

85% of B2B marketers say lead generation is their most important content marketing goal. Click To Tweet

As more and more buyers discover brands before they are ready to purchase, an essential function of any marketing department is lead nurturing. That is, moving leads through the sales funnel by leveraging what’s known about their needs and online behavior.

Marketo, a marketing software company, describes lead nurturing as being “personalized, adaptive, and able to listen and react to buyer behavior in real time.”

We know that marketers need to focus their lead nurturing strategy on multi-channel engagement. This includes utilizing email, social media, blogs, and video to interact with potential customers. A multi-channel lead nurturing strategy is essential for companies looking to optimize their user experience and bring in high-quality leads.

With so many variables contributing to a productive lead-generation campaign, it can be challenging to pinpoint what differentiates a successful campaign from a mediocre one.  Here are four tools that will help you deliver a series of targeted messages across multiple touch points and platforms to help solidify your lead-nurturing strategy and increase your quality leads.

4 building blocks of an effective lead-nurturing campaign

4 Building Blocks of an Effective Lead-Nurturing Campaign


Successful lead nurturing is really about utilizing all the tools at your disposal to meaningfully connect with your leads in order to build trust and establish credibility. Using these four key points, marketers can start building on their lead-generation efforts as they guide potential customers on their journey to becoming a client.

And don’t forget: Asking for the right information is key! If you want to nurture high-quality leads, you need to make sure you’re capturing relevant, helpful information along the sales journey.

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