Five Key Steps to Measuring Your Lead-Nurturing Initiative

by Kathy Rizzo

Published on November 20, 2007

Tags: Collaboration, Lead Generation, Lead Nurturing, Lead Quality, Lead Scoring, Marketing Tips

Chances are that you've heard of lead nurturing and are even using it, to some degree, within your marketing and sales strategy.

Lead nurturing is supremely valuable to ensure that long-term leads and qualified prospects do not fall into a black hole between marketing and sales.

Whether you are campaigning to gain budget approval to implement your nurturing strategy or need to illustrate ROI for an existing nurturing program—or you are just trying to evaluate your current tactics—effective measurement of your nurturing program is critical.

Outlined below are five steps to measure your nurturing initiative and start having it be viewed as a profit center rather than a cost center.

Step No. 1

The first step in measuring your nurturing strategy is to clearly define the criteria required for a lead to be considered "sales-ready," and thus handed off to the sales team for closure.

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Kathy Rizzo is vice-president of marketing for TeleNet Marketing Solutions (www.telenetmarketing.com), which she cofounded in 1999.

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