Posted by Justine Warburton

What do you do with a website lead that downloads your latest whitepaper or completes a “contact me” request? Are you tracking that contact and the relationship with your business in any meaningful way? Are you capturing information at all?

Getting leads from your website is an ongoing activity, and in order to maximize the time and effort you expend in lead generation, you must continue to engage with leads that aren’t ready to buy from you yet. This requires investing in a marketing automation solution that can help you track and nurture leads and turn them into customers.

With the right content, you are better able to determine where in the buying cycle prospects are so you can schedule and deliver relevant content pieces to them at a cadence that is timely but not burdensome. The content selection, schedule and delivery can all be automated through technology.

By carefully and regularly engaging with your prospects, you’re building a relationship and becoming a trusted advisor and thought leader, even if there has been no verbal exchange!

Generating a website lead takes consistent work and investment. If that lead doesn’t turn into a customer during the first interaction, you can still leverage the relationship by nurturing that prospect, which overtime reduces your cost-per-acquisition and saves you the effort required to re-attract and convert that person when they are further down the buying cycle.

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About the Author
Justine Warburton

Justine Warburton

High energy and irrepressibly positive, Justine Warburton is a Rand Group Vice President with over 20 years’ experience helping companies develop results-oriented sales and marketing strategies that lead to exponential growth. Globally focused, Justine has impacted companies in the Fortune 500 and pre-IPO stage in Europe, Asia and North America. You can read more about Justine HERE.

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