inbound-marketing

160Inbound Marketingcompleted a loan. The e-mail included a specific call-toaction:“I wanted to check in and invite you back to lendto an entrepreneur today.” Third, Jessica recognizes thatDharmesh might not be ready to take the next step yet andoffers more information and the ability to ask questions—byresponding to the e-mail! The entire message has a casualbut professional tone. It’s effective in stating Kiva’s goals,but does not sell too hard and is one of the best examplesof proper lead nurturing we’ve seen.To Do1. If you have dozens or hundreds of leads coming in,you should use the criteria above to grade them andthen hand your qualified opportunities to your salesreps.2. If you have dozens or hundreds of leads coming in,you should segment and nurture your unqualifiedopportunities until they are ready for your sales organization.3. You should start measuring your market reach overtime, including the number of e-mail addresses, blogsubscribers, Twitter followers, LinkedIn group members,Facebook friends, and so on.4.5.6.