I’d recommend a look at the deck Pete Jakob (IBM’s Marketing Transformation Leader) has recently put onto SlideShare entitled “The Organic Gardener’s Guide to Lead Nurturing“.
Major highlights from his slides include advice from his experiences of running successful lead nurturing programmes at IBM. His main points resonate closely with those at The Marketing Practice’s heart:
-run fewer, longer-running programmes (see this post on the case for multi-touch campaigning)
-be accountable (see this post on working with sales by joint working on the business development process)
-think about the next step, not “are you ready to buy now?” (see this post on how to develop “next step” propositions)
-plan for frequent change (and expect it) in your programme, add innovation as you go (by effectively “scheduling in” change, you could have moved quickly to integrate messages like these into your programmes)
As an aside, it’s an interesting job title Pete’s got. As the post-watershed world rolls on, I wouldn’t mind betting we’ll see quite a few more of these.
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