Check out the 90octane Slideshare “Lead Nurturing: Beyond the Toolset.” Learn how to develop a lead nurturing strategy to increase prospect engagement, sales qualified leads, and the profitability of a lead generation program. The presentation includes a form with a link to the recorded webinar.

Lead Nurturing Beyond The Toolset 90octane

Image Credit: BMA

Last month, 90octane partner Sam Eidson, along with BusinessOnline CEO Thad Kahlow, spoke at Grow, the 2012 international BMA conference. Their panel, “Leveraging Customer Intelligence and Dashboards to Analyze Optimize and GROW,” highlighted the different ways digital marketers track and measure analytics through the various phases of the funnel to justify marketing tactics, guide optimization and prove ROI. Stay tuned to 90blog for content from this dynamic discussion. In the meantime, follow @90octane on Twitter for the latest conversion-driven marketing news.

Is lead nurturing a costly investment of time and money? Yes. Is it worth it? Yes. According to a Gleanster Research study, programs that incorporate lead nurturing tactics can generate 50% more sales-ready leads than those that don’t. They’re effective because they provide highly relevant educational content to potential buyers, building brand preference early in the buying process. But as a marketer, just because you know how wonderful your lead nurturing program is doesn’t always mean upper management has the same confidence.

Every year, MarketingSherpa releases its Wisdom Report, a compilation of stories and learnings from marketing professionals across the country. For the 2012 report, 90octane partner Sam Eidson outlined the hurdles small to medium sized enterprises (SMEs) face when adopting marketing automation technology (MA).

A marketing analytics company called RevTrax just completed a two year study on the effect of PPC advertising on consumer in-store spending.  The study analyzed the purchase habits of consumers referred by pay-per-click ads to e-commerce sites. RevTrax used landing pages with coupons that featured a unique barcode to track the information.  The bar code information was then able to track the consumers’ buying cycles and show conversions.