The Marketing Spotlight Podcast Features Lead Nurturing Success Story
Widen Enterprises Uses Stage-Appropriate Content to Help Prospects Make Buying Decisions
Indianapolis, IN (PRWEB) December 20, 2010
Right On Interactive, maker of the ROI Customer Lifecycle Marketing campaign management software solution, today released the sixth episode of The Marketing Spotlight podcast. This series highlights marketing leaders who share their stories of successful interactive marketing communications campaigns.
This episode features Matthew Gonnering, CEO of digital asset management software provider Widen Enterprises. Mr. Gonnering relates the story of how Widen uses multi-step lead nurturing campaigns to help prospective clients make buying decisions faster.
“The ability to nurture leads into opportunities is the most critical component of growing our business,” says Mr. Gonnering. “We need to make sure that the market is educated on what our services are. We need to make sure that their expectations are managed. We need to make sure those things are in place before they are ready to speak with our team internally so that when they do engage, they are engaging already pre-qualified and a good fit for our sales team to begin escorting them through certain product demonstrations, taking them through the rest of the cycle to bring them on as a customer.”
Widen tailors the content of the lead nurturing messages according to their stage in the buying process.
“Some buyers are done with the education mode and already to the point where they’re in front of their boss requesting dollars,” adds Mr. Gonnering. “That’s a different kind of information stream than the people that are in front of their boss just telling them about what their problems are internally with respect to managing images and videos. Those two people are at different phases of the process and need different content. We’re able to deliver this unique content that helps them at each stage.”
The Customer Lifecycle Marketing automation software from Right On Interactive powers these lead nurturing programs. “What ROI does for Widen is allow us to keep constant flows of information to our leads so that we make sure we’re not wasting the money that we spent to bring that lead to us and focus our internal people on the ones that are ready to buy,” says Mr. Gonnering.
To listen to the podcast or read the transcript, visit The Marketing Spotlight Podcast.
About Right On Interactive
Right On Interactive (ROI) is a customer lifecycle marketing automation software provider that transforms the way marketers nurture business relationships – from initial contact to brand advocacy. The ROI “software-as-a-service” (SaaS) marketing automation software solution helps companies win and retain more customers, optimize marketing effectiveness, and maximize the lifetime value of customers.
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