Work backward from a sale to map lead-nurturing

02/17/2012 |

Content mapping is an essential step in the valuable lead-nurturing process, writes Corey Eridon. Tweak e-mail campaigns so that their content matches a buyer's movement in the sales funnel from awareness to evaluation to purchase. Working backward from a completed sale can help you track the conversion pathways that led to success, allowing you to adjust the messaging and content accordingly.

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