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Four Ideas to Kick Up Your Lead Nurturing Success

With the forced transition away from traditional lead cultivation due to the pandemic, discover the methods your team should consider to fuel success in these shifting times.

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Did you participate in PACK EXPO Connects or another virtual conference lately? Or perhaps you’ve had some new prospects come in after hosting a webinar or sharing a white paper.

For many OEMs, follow-up may look something like this: You send an email right away discussing your services. You wait a couple of weeks. Then, you follow up with another email offer with new content related to the initial interaction. And then perhaps you have a certain cadence of email interactions where you try to gauge interest before you bring in your sales team.

Sounds good, right? Although this approach can indeed advance relationships and support sales, it’s also not as effective as it could be.

Four strategies for success 
A few additional strategies can help your company become even more successful.

Pay close attention to buyer behavior across channels. If you’re tracking only email opens and clicks, then you’re missing out on all the other ways a prospect may potentially be signaling interest in you. For deeper and accelerated insights, you want to be looking at engagements across channels, particularly visits to your website.

Not sure how? Most marketing automation can assist with this tracking. Or, a free option that can help is PMMI Media Group’s Converge tool. With Converge, OEMs are able to track multiple lead touches from any campaigns they run with PMMI Media Group, leads from PACK EXPO Connects, as well as any other campaign activities they choose to upload—including campaigns run with other publishers or leads acquired at other virtual shows. All of the supplier’s lead data is walled off from the PMMI Media Group database. Using Converge, the OEM can see clicks, registrations, or tradeshow visits at the account level, from individuals, or multiple members of the buying team at a single location or at related locations within the company.

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