White Papers/Research
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White Paper: Leading the Way in Lead Nuturing
This white paper examines the complex lead nurturing processes and tools in place at leading b2B organizations, while providing practical tips that B2B marketers can put into place today.
Author Sam Eidson, partner at 90octane and BMA Colorado's 2011 Business Marketer of the Year, sought the expertise of leading digital marketers, including Michael Metz, former senior director of web marketing and strategy at Cisco; Chris Wong, vice president, marketing transformation at IBM; and Linda Boff, GE's executive director global digital marketing, who was recently named B2B Magazine's Top Digital Marketer of the Year.
The contributors detail the role of lead nurturing in their organizations' growth plans, their current progress and how they measure results. In addition, Metz, Wong and Boff share the payoffs they expect to see from committing the time of their their top digital marketing resources, implementing information systems and creating organizational change.
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