Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


The Big Question "What is one critical lesson you've learned about effective lead nurturing?'

Dave Scott, CEO, Marketfish Inc.

Published on .

“It's shocking how many companies simply haven't pin-pointed who their customer truly is, which creates a huge drip marketing list with very few potential customers in it. Therefore, generate several qualifying questions and use them to filter the leads in your pipeline. Not all leads are created equal. Some are just starting down the evaluation path while others have money in their hands waiting to buy. Knowing where the client is in the buying process and addressing their needs is crucial. For example, if a potential customer is in the research phase of buying, sending a white paper may be more effective than offering a product discount, whereas if a customer is ready to buy, the opposite is true.”
Most Popular
In this article: