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The growth of Internet and technological innovations has paved way for new ways to reach out to a wide customer base. The World Wide Web has opened up opportunities to create marketing strategies across geographical boundaries to suit the prospective customers. By encouraging and developing creative and well-organized strategies marketing departments have become a profit center for every enterprise. The strategies and processes not only measures meaningful metrics but also ensure marketing success. Wikipedia defines Marketing strategy as a process that can allow an organization to concentrate its limited resources and greatest opportunities to increase sales and achieve a sustainable competitive advantage. Including all basic and long-term activities in the field of marketing, these strategies are the fundamentals aspects on which the marketing plans are based. Through a thorough analysis of the marketing mix, performance, target markets, customer analysis and competitor analysis, enterprises develop their marketing strategies. However, with technology playing a major role in today’s business environment, enterprises depend on their websites, blogs and social networking sites for developing communication with their prospective customers as a part of their marketing strategy. Marketers today are more focused on the concept of lead nurturing which is a email marketing strategy to communicate to the customers. With a techno savvy customer base, this helps enterprises to provide the prospects with the right kind of information at the right time facilitating a step beyond average correspondence towards a highly effective sales-focused process. Aberdeen Research showcases that implementing a lead nurturing practice can help enterprises with more than 50% increase in sales-ready leads, with an increase in the revenue. For the B2B market too optimizing sales and growing in business is as important to them as for any other business. With the B2B organizations experiencing similar customer life cycles- from lead generation to lead nurturing and cultivation to conversion and retention, specific techniques effectively drive each of these life cycles. Further, with the business environment on a digital footing, right digital marketing strategies will help enterprises in attracting and converting prospects into clients. The leading service providers operational in the field, with their expertise in project management and customer service help enterprises to develop customized programs that can will help them in • Lead generation and lead nurturing • Provide continuous support to their sales team with consistent defined pipeline • Entering new markets and increase sales • Produce profitable, measurable growth results Building business being a continuous process involving creation of a strong customer base, enterprises should envision lead generation process as a pipeline. Making use of integrated marketing services with both traditional and digital marketing techniques, today's B2B enterprises can generate leads from different pipelines and nurture them. The marketing strategies based on the concept that translates from traditional brick-and-mortar enterprises to e-commerce based ones, with all its interrelated elements can create a highly responsive business.
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marketing strategies, lead nurturing, lead generation, integrated marketing services,
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