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For B2B Marketing Professionals

The Lead-Nurturing Payoff For The Tech Industry

Engage With Early-Stage Buyers, Drive Pipeline And Revenue Performance

October 21, 2011

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  • By Lori Wizdo
  • with Peter Burris,
  • Sophia I. Vargas

Why Read This Report

Today's empowered technology buyers are two-thirds of the way through their buying process before they engage with tech vendors' sales teams. Forrester believes that a robust lead-nurturing program gives tech companies the opportunity to engage with buyers in the early, formative stages of their buying cycles to develop a personal relationship that will shape the buying process and affect sales outcomes. But tech marketers need to transform and mature their current lead-nurturing processes to take advantage of the results that lead nurturing is already delivering for tech marketing leaders — more leads, shorter sales cycles, higher close ratios, less discounting, and more revenue per transaction.

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Table of Contents

  • Lead Nurturing Closes An Expanding Gap In The Tech Buyer Engagement
  • Lead Nurturing Is A Marketing, Not A Sales, Mandate
  • Lead Nurturing Is Delivering L2RM Results
  • Tech Marketers Need To Rethink Nurturing
  • Lead Nurturing Requires Lockstep Marketing And Sales Alignment
  • Understand Before You Automate

  • Make Lead Nurturing The Centerpiece Of Lead-To-Revenue Management

  • Lead Nurturing Gives Marketing The Opportunity To Drive Revenue Results
  • Supplemental Material
  • Related Research Documents

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