Nurturing Prospects With White Papers
By Michael StelznerShould a white paper be delivered to people who did not necessarily ask for it?
The answer is yes if you are looking to nurture prospects, at least according to a recent article in B2B Magazine’s E-mail Marketing Insight Guide.
The article explained how Jeanniey Mullen at Interactive agency OgilvyOne leveraged white papers:
Marketers that were looking to promote a white paper, for instance, might e-mail their list and encourage recipients to visit their website to download the white paper.
When recipients did so, they’d see a thank-you page on the website.
With e-nurturing, however, prospects would receive an e-mail delivering the white paper and then receive additional e-mails with appropriate content based on their stage in the sales cycle or the various actions they take.
The concept of nurturing is implies that not everyone is ready to buy. So rather than releasing all leads to the hounds of sales, help them grow into opportunities with relevant and rich content, such as white papers.
What are your thoughts on this topic?
(2 votes, average: 4 out of 5)
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