Lead Nurturing
With marketing's increasing utilization of online campaigns, the lead volume at many companies has increased, but quality has declined. To help combat this problem, lead scoring systems are helping ensure that A leads get routed directly to sales, while B,C, and even D leads might get routed back to marketing for more follow up, or lead nurturing.
Lead nurturing is a new business practice for many companies. Where the typical mode of operation usually has marketing throwing all leads over the wall to pre-sales or sales -- who only follow up on the A leads and often leave the others to grow cold. Nurture marketing involves building multistage campaigns that interact with customers across multiple touch points. These nurture programs can create complex customer interactions that are difficult to manage and run the risk of causing customer fatigue if not handled properly or efficiently.
