Module 7: Act: Lead Generation and Lead Nurturing
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Understanding the Digital Consumer by Pierre-Yann Dolbec is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Chapter 7: Act: Lead Generation and Lead Nurturing
Overview In this chapter, we cover the basics of lead generation and lead nurturing activities. ...
ACT
InterAction is about encouraging positive interactions on a website and social media. Positive in...
How Do You Get Leads?
There are many, many ways to get leads. Generally speaking, any marketing activity that leads con...
Lead Scoring
Lead scoring is an approach to ranking leads based on their value to a firm, which supports marke...
Lead Nurturing
Once a firm has acquired leads and qualified them (i.e., as MQLs), it enters a process of lead nu...
What Happens Once You Get a Lead?
Ideally, acquiring a lead’s email address should start a sequence of planned emails and other mar...
A Few Tips for Writing Emails
The information should be well hierarchized, with the main message and the call to action associa...
Exercises
You are Paperlike, a company that specializes in an iPad screen protector that rep...