Gartner Research

Marketing Essentials: How to Automate B2B Lead Nurturing

Published: 24 May 2010

ID: G00200383

Analyst(s): Richard Fouts

Summary

B2B marketers have been slow to adopt a consistent and repeatable lead-nurturing process because of its labor intensity and resultant high cost. However, a maturation of marketing automation in recent years offers a promising solution to an old problem.

Table Of Contents
  • Overview
  • Introduction
    • Challenge
    • Implications
  • Background and Context
    • Prerequisites
  • Best Practice
    • Step 1: Conduct a Marketing-Sales Workshop to Define the Lead Process
    • Step 2: Convert Workshop Results Into an RFP
    • Step 3: Evaluate Proposals From Providers in Collaboration With Sales
    • Step 4: Conduct a Pilot Project
  • Bringing the Steps Together
  • References and Methodology
  • Conclusions

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