HOW TO: Establish lead nurturing activities

One of the most common ways to use a marketing automation system is for lead nurturing. Also called 'drip marketing', 'nurture marketing' or various other names, this is the art and science of keeping prospects 'warm' until such time as they are ready to buy. At that level, there seems to be general agreement that it's a great process to put in place. Similarly, the results are clearly showing that there is tremendous value in nurturing leads. However, there is often something of a lack of consensus on what the approach should be for nurturing leads.