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How can organizations use lead nurturing to develop a conversation?

Creating a two-way conversation between marketers and prospects typically occurs through high-cost, high-impact channels such as trade show interaction or sales calls. Repeating those engaged interactions through lower-cost channels can also occur, however, using marketing automation systems. Building a bridge between lead nurturing and an effective, repeatable program is complicated. It requires translating an authentic understanding of the prospect’s needs through an interaction that may seem …

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