Written by Jon Miller, VP Marketing, Marketo
Submitted by Marketo
One thing you’ll notice about most lead nurturing campaigns is the fact that they usually take place after prospects land on your site and enter your database. However, what happens when qualified prospects visit your site or social media sites anonymously where you don’t necessarily have their names or e-mails?
This is where seed nurturing comes into play. Seed nurturing is the process of building relationships with qualified prospects before you have their contact information.
It comes down to is this: prospects are educating themselves long before you actually identify them by landing on your corporate Web site as anonymous visitors, and researching your products and services through third-party resources, word-of-mouth recommendations, and social media sites. Just because you can’t identify these individuals doesn’t mean they aren’t qualified prospects — and because of this, you must nurture them just as you would the known contacts in your database.
If you succeed at this, you will stay top of mind with your prospects as they educate themselves and move through the early stages of their buying process. As a result, they will come to you when they are ready to engage with a sales rep, and you will create a steady flow of highly qualified inbound leads. If you ignore the requirement to build relationships with these very early stage prospects, you’re yielding this opportunity to more agile competitors who will scoop these savvy prospects out from under you.
Read the rest at: Modern B2B Marketing