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“What is the most important thing you can do to make your lead nurturing effective?”

Michael Evans, VP-marketing, Approva Corp.

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“Lead nurturing is all about delivering targeted information to prospects based on who they are, what they care about and where they are in their evaluation process. The most important thing you can do to make your lead nurturing program successful is to segment your database and keep it clean. It may not sound as cool on the resume, but a tightly tuned database with processes for updating and maintaining key fields (e.g., industry, company size, department, level in organization, competitive products, etc.) will ensure that your nurturing campaigns are seen as truly valuable and not just another email to delete.”
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