3. Focus on multiple touches.

While the buyers journey for every product and service can be quite different, research from the Marketing Lead Management Report indicates that on average, prospects receive ten marketing touches from the time they enter the top of funnel until they’re a closed won customers.

Interestingly, another research study from Demand Gen suggests that 49% of marketers include less than five touches in their lead nurturing programs. If you’re in this category, it might be time to revamp your lead nurturing efforts a bit.

As you can imagine, the most successful lead nurturing strategies deliver content that helps prospects progress through the buyer’s journey by addressing common questions and concerns. In addition to email tactics, consider how you can use a mix of content types like social media, blog posts, whitepapers, interactive calculators, or even direct mail, to nurture your prospects into customers.