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Mike DamphousseAug 4, 2009 12:48:00 PM1 min read

Lead Generation - Marketo's Definitive Guide To Lead Nurturing

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I just reviewed Marketo's recently released Definitive Guide to Lead Nurturing. Don't let the vendor logo fool you, this is a document that is a must read for all demand generation professionals. It's filled with useful information, starting with the basics and then working to the advanced.

Excerpt: "the process of building relationships with qualified prospects regardless of their timing to buy, with the goal of arming their business when they are ready. Building a relationship with a prospect is the same as with any long-term relationship — you can’t force someone to commit (to a purchase, in this case) — but you also cannot afford to lose individuals because their willingness to buy doesn’t match your readiness to sell."

The document is full of examples, includes several useful tools as a take away, and also is full of soundbites from industry leaders such as Tony Jaros of SiriusDecisions, Ian Michiels of Aberdeen, Marketing Sherpa, Scott Albro from Tippit, and more.

What I found most useful were the examples of calculating the ROI of Lead Nurturing. Specifically the section of the impact on opportunities won.

It's a must read. Go download it now: Definitive Guide to Lead Nurturing

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Mike Damphousse

Mike brings a hard-nosed, pragmatic aspect to category design, baked in from two decades as a company founder, CEO, CMO and sales executive. He understands how companies work and how to take a category plan from concept to implementation.

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