And if the transitions of state, which occur through the minimal experiences described by Cordioli. Are made actionable thanks to messages , then the emphasis must be placed precisely on the contents. through which (and the circle closes) lead nurturing can .concretely be put on the ground. Inbound Marketing, marketing automation and lead nurturing: the strategic of managing advantages of a synergy Lead nurturing , it should be clear by now, is many things: it is also the constitutive moment of what Seth Godin first called ” permission marketing “. Permission marketing is that approach, made indispensable by digitalisation. Which recognizes potential consumers the right to decide, respond, participate. Even the right (Godin speaks of “power”) to ignore the advertising message, if they want.
Marketing that
asks for “permission”, in short, as USA Phone Number List opposed to “interruption marketing”. Which had mostly characterized brand communications until the beginning of the new millennium. In other words, permission marketing is about the privilege – by no means a right – to reach your target with appropriate, personal and meaningful messages. And lead nurturing is part of this small Copernican revolution which places consumers at the center of the communication system, with whom, after having captured their attention, the objective becomes that of building relationships that are as balanced as possible and open. How? By providing them with the “right” content at the right time: lead nurturing is therefore also content marketing developed and distributed according to a typically Inbound logic .
Among other
things, Inbound marketing, whose India Phone Number List backbone consists in the creation and distribution of content , does not only cover a hypothetical awareness crystallized in the celestial vault of that single inaugural moment, as the funnel would like, but in the messy middle of Google is conceived as branding and accompanies, with varying intensity, the entire customer journey. Marketing automation to support lead generation strategies It’s undeniable: automation leads to better results. 80% of marketers who use automation software generate more leads; of these leads, 77% of professionals who have adopted marketing automation convert significantly more. Marketing today, data-driven, multi-channel, fluid, responsive, would not work without these tools. Marketing automation platforms , which are based on the management of large quantities of data, make it possible to create flexible communications at scale , effectively supporting the lead nurturing strategies that brands desperately need today.