Review
The folks at Marketo have published a 42-page Pdf (free download / no registration) on B2B Nurturing. It’s written by leading experts (credits on back page) so perhaps the big claim in the title is justified… Inside, you’ll find content is nicely presented in Four sections. Starting with concepts (5 pp), it moves on to ‘Basics’ (10pp), before moving on to cover ‘Advanced Lead Nurturing’ (4pp). What’s new (and I haven’t seen this elsewhere to date) is section four on ‘Calculating the RoI’ (5pp). Clear explanations of ideas plus suggested ‘worksheet’ layouts for creating your own analyses. Neat.
The ansaco view: seriously useful for a) illustrating the value of what an eMarketing Team has been done in the past and b) getting budget from senior management for the next big project. High value information for corporate eMarketers.
PS: I also appreciate that fact that you’ve separated out the Best Practices from references to your own solution. Thanks Marketo.
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