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In today's B2B market, where the customer has access to volumes of infor­mation surrounding their purchase decision, there's been a major shift in the selling paradigm-a shift that all but eliminates "selling" from the process. Now Sales and Marketing professionals must insert themselves into the custom­er's purchasing process at a much earlier stage, helping the customer buy, through an intelligent, dynamic nurturing cycle.

B2B automated lead nurturing is comprised of three primary components-lead scoring, valuable content and dynamic messaging, all driven by pros­pects' behavior and profile. In a B2B environment, nurturing programs have one goal in mind-delivering interested, qualified leads to Sales in real time.

This eBook will give you the fifteen crucial steps needed to ensure success in developing:
  • Effective lead scoring
  • Appropriate, engaging content for each step in the sales cycle
  • Proven techniques for creating and optimizing B2B lead nurturing programs

Keywords
The Essential Marketing Automation Handbook, Genius.com Incorporated, Genius.com, successful B2B Marketing Automation, Sales and Marketing professionals, B2B environment, B2B automated lead nurturing, B2B environment, B2B lead nurturing programs
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The Essential Marketing Automation Handbook
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