Concentrating on the period between the capturing of e-mail leads and turning them over to sales can allow marketers to turn them into super-qualified leads, writes Corey Eridon. Use marketing automation software with the information from multiple conversions to learn more about the customer, then send them correctly aligned content, with your best deals, at the right time in the sales cycle. It's also key to keep communication between sales and marketing open at this stage, he notes.

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