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A few months ago a big announcement shook up things in the internet world: Microsoft bought LinkedIn for staggering $26.2 billion. Simply one of the largest acquisition in the company's history. A lot of people didn't quite understand the move, but if you think about it does makes sense.

Microsoft has a great set of tools for professionals and companies. And what better way to increase their sales than to use LinkedIn’s user base? With full access to a huge amount of data of the people they want to transform into long-term customers, Microsoft can build a very personalized approach to delight these prospects. In other words, lead nurturing in the most effective way.

Lead nurturing is one of the most critical parts of the marketing strategy, and it seems like Microsoft understands that very well.

In fact, if you look at the available data you will find out that the main barrier between prospects and customers is nurturing: 79% of marketing leads never convert into sales. The common cause? Lack of lead nurturing. That's what says the research from Marketing Sherpa. If you're facing numbers like these you better see it as a wake-up call.

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