"Lead nurturing" is commonly referred to in marketing publications and blogs, and frequently discussed at B2B marketing events. Defined as "a relationship-building approach utilizing multiple media to provide relevant information tailored to prospects while engaging in an ongoing dialog until qualified prospects are 'sales ready,'" lead nurturing has become an integral component of an overall marketing strategy.

Most marketing executives understand that lead nurturing is an effective way to cultivate prospect relationships and ultimately drive sales. Unfortunately, experts in the field have published very little in the way of practical suggestions for implementing and improving a lead nurturing strategy.

To help fill this knowledge gap, the following article provides a list of six real-world tactics designed to help make sense of the otherwise daunting task of lead nurturing.

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