Lead Nurturing

The Avitage iNgage program is an outsourced service that executes all elements of a lead management program and delivers defined outcomes. This program management service provides the production resources and marketing automation technology to conduct drip-marketing initiatives.

Lead nurturing is a content-driven process that must be supported by technology. The sales counterpart for nurturing is account development. Both marketing and sales must leverage content to move prospects through the buying process. 

This requires compelling content that is appropriate for each stage of the buying process, relevant to each stakeholder and his/her interest, and educational in nature. 

To accelerate buying, content must be delivered at the right time in the buyer's preferred method. Delays and drops must be minimized. Content should lead buyers to the next logical sets of content to maintain momentum and secure additional information about the buyer. 

Our “publishing process” helps customers pre-build content so it is ready to send when it is needed, in the format buyers prefer.

When the buyer enters the sales-engagement phases, marketing assists sales by sending content in coordination with sales personnel. This improves relevance in content selection, timing and attention as it is delivered “by the sales rep.” 

An added benefit is the ability for marketing to help cultivate the “trusted-advisor” brand of the sales rep and optimize the opportunities for high-quality “touch points.” 

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"Great Content for Marketing Automation"
Jim Burns, CEO of Avitage, sits down with the Fearless Competitor, Jeff Ogden, to explore the critical need for compelling marketing content to make marketing automation work.
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"Accelerate Your Customer's Buying Process"
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"A crucial aspect of lead nurturing is the ability to provide valuable education and information to prospects up front, on the way to establishing both the company and the salesperson especially as trusted advisors."
  - Brian Carroll, Lead Generation                     for the Complex Sale