Lead Nurturing Strategy

The Ultimate Guide to Developing a Lead Nurturing Strategy

Table of Contents

Developing a Successful Lead Nurturing Strategy


Developing an effective lead nurturing strategy is crucial for businesses looking to convert potential customers into loyal clients.  Using the right lead nurturing tactic can make the all the difference to successful lead nurturing. 


How Do We Define Lead Nurturing?


Lead nurturing or drip nurturing in digital marketing is a key part of the Inbound Marketing strategy. 


Nurturing Leads Meaning


Definition of Lead Nurturing: It's how you 'pull' a lead through your pipeline and turn them into a paying customer. It's a critical aspect of every successful lead generation strategy.  If you have leads but they aren't being properly qualified through a strong B2B Lead Nurturing Program, then you may need a lead nurturing consultant, if this describes you, just click the button to get your initial free lead nurturing consultation.

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In this definitive guide to lead nurturing programs filled with proven lead nurturing tips and lead nurturing ideas, we will explore how to develop an effective lead nurturing strategy that can convert potential customers into loyal clients and the role marketing automation software plays in executing a successful campaign.  We provide you with proven guidelines for developing marketing automation strategies for sustaining success.


We'll begin by defining lead nurturing vs lead generation and discussing its benefits, as well as the different types of strategies that can be employed. Next, we will delve into the role marketing automation software plays in executing a successful lead nurturing campaign and provide examples of popular platforms available today.


Lead Nurturing Three-Pronged Approach


Furthermore, you'll gain insight into the differences between nurtured leads and non-nurtured leads along with their respective characteristics.


We'll Answer the Question of How Does Lead Nurturing Work?


We'll also cover some common lead nurturing activities and tactics such as email campaigns, social media engagement, and content marketing. Finally, we will discuss methods for measuring the success of your lead nurturing strategy through Key Performance Indicators (KPIs), analyzing results to make adjustments when necessary, and nurture best practices for optimizing your approach.

Understanding Your Target Audience

Building meaningful buyer personas is crucial for creating tailored content that resonates with each segment of your target audience. Utilize user behavior research and data analysis to develop comprehensive profiles, helping you better understand their needs, preferences, and pain points. In this section, we will discuss the importance of identifying key demographics and interests as well as analyzing customer feedback and reviews.  This is a key part of developing a your lead nurturing strategy.

Identifying Key Demographics and Interests

To create an effective lead nurturing strategy, it's essential to have a deep understanding of your target audience. Start by gathering information on their age range, gender distribution, geographical location, income levels or job titles if relevant in B2B scenarios. Additionally, consider what hobbies or interests they might share which could be used to connect with them through social media, blog posts or other marketing materials.  Some key data you should collect and methods you might consider in collecting that include:

  • Demographic Data: Collect demographic data from various sources such as website analytics tools like Google Analytics or social media insights provided by platforms like Facebook Insights.
  • User Surveys: Conduct online surveys targeting potential customers asking about their preferences related to products/services offered by your business.
  • Design an Interactive Quiz, such as our "Cracking the Lead Generation Code: Are You On the Right Track?", which allows you to collect detailed information about your prospects.
  • Social Media Listening: Monitor conversations happening around your brand on social channels using tools like Hootsuite or Sprout Social for valuable insights into customer opinions & behaviors.

Analyzing Customer Feedback and Reviews

Behavioral Insights for Lead Nurturing

In addition to demographics-based research methods mentioned above, customer feedback & reviews can provide invaluable insights into what your target audience values most about your products or services. This information can help you create content that addresses their pain points, builds trust and ultimately drives sales.

  1. Online Reviews: Monitor online review platforms such as Google My Business, Yelp or industry-specific sites to gather feedback on customer experiences with your brand.
  2. Email Feedback: Encourage customers to share their thoughts via email after purchasing a product/service from you. Use this data to improve offerings & tailor future marketing efforts accordingly.
  3. Social Media Comments: Keep an eye on comments left by users on social media posts related to your business for real-time feedback and potential areas of improvement.

Investigating your intended audience can enable you to form better lead nurturing approaches and create more powerful connections with potential buyers along their purchasing process. By combining demographic research methods along with analyzing customer feedback & reviews, businesses can gain valuable insights into user preferences and needs - essential components in creating tailored content that resonates across all channels of communication.



Sales Coaching Prospecting & Lead Nurturing



Once you have identified key demographics and interests of your target audience, it is time to create a content strategy for lead nurturing. This will involve creating educational content that speaks to the awareness stage prospects as well as developing case studies or testimonials showcasing success stories from current customers.  This content be be used in sales coaching (both for prospecting & lead nurturing) when it is created properly.


Key Takeaway: 

To create an effective lead nurturing strategy, it is crucial to understand your target audience by building buyer personas and identifying key demographics and interests. Analyzing customer feedback and reviews can also provide valuable insights into user preferences and needs, allowing businesses to tailor their content accordingly for stronger relationships with potential customers throughout their buyer's journey.

Designing a Content Strategy for Lead Nurturing

Creating an effective lead nurturing strategy requires a well-thought-out content plan that caters to the various stages of your target audience's buyer journey. This involves developing tailored materials, such as blog posts or videos, that address each phase and ensure consistency across all channels - from articles to press releases and social media content - so messaging remains coherent at every touchpoint along the way.

Creating Educational Content for Awareness Stage Prospects

In the awareness stage, potential customers are just beginning their research process and may not be aware of your brand or solutions yet. To capture their attention, focus on producing educational content that addresses common pain points or questions they might have. Examples include how-to guides, explainer videos, whitepapers, and industry statistics. By providing valuable insights in this stage, you position yourself as a thought leader within your industry while building trust with prospects.

  • Create informative blog posts addressing common challenges faced by your target audience.
  • Develop engaging infographics showcasing relevant data related to your field.
  • Publish insightful whitepapers discussing trends impacting buyers' decision-making processes.

Developing Case Studies or Testimonials Showcasing Success Stories

As leads progress through the consideration stage of their buyer's journey, they will likely start evaluating different options available in the market. In this phase of lead nurturing strategies, it is crucial to demonstrate how your product or service has successfully helped other clients achieve desired results. Case studies and testimonials can provide compelling evidence supporting these claims while also humanizing your brand by sharing real-life stories from satisfied customers.

  • Collect testimonials from existing clients highlighting their positive experiences with your company.
  • Create in-depth case studies that detail the challenges faced by a client, how your solution was implemented, and the measurable results achieved.
  • Share these success stories across various channels such as email nurturing campaigns or social media platforms to reach a wider audience.

Incorporating targeted content tailored to each stage of the buyer's journey is essential for an effective lead nurturing strategy. By focusing on educational materials during the awareness phase and showcasing real-life success stories in later stages, you can build trust with potential customers while guiding them through their decision-making process. Remember to maintain consistency across all marketing channels and continuously analyze user behavior research data to refine your approach over time.


Designing a content strategy for lead nurturing is essential to any successful marketing campaign. To maximize success, utilizing the correct resources and recognizing your customers' requirements can help you construct a productive lead nurturing system that will boost conversions. Next, we'll explore how marketing automation software plays a key role in this strategy.


Key Takeaway: 

To create an effective lead nurturing strategy, a well-thought-out content plan is required that caters to the various stages of your target audience's buyer journey. This involves developing tailored materials such as blog posts or videos and showcasing real-life success stories in later stages while maintaining consistency across all marketing channels.

Role of Marketing Automation Software in a Lead Nurturing Strategy

Marketing automation software plays a crucial role in streamlining marketing efforts and providing personalized experiences for leads while reducing manual tasks. These tools, which can include Hubspot, Marketo, Pardot or even SAP,  can help businesses build relationships with their target audience, drive sales, and ultimately achieve success. Selecting the right CRM system for your business is essential to maximize the benefits of using marketing automation tools.

Benefits of Using Marketing Automation Tools

  • Efficiency: Automating repetitive tasks such as email campaigns or social media posting allows marketing teams to focus on more strategic initiatives.  When it comes to lead nurturing, B2B scenarios can really benefit from this automation, as well as B2C.
  • Data-driven decisions: By tracking user behavior data, marketers can make informed decisions about which strategies are most effective at nurturing leads through the buyer's journey.
  • Better targeting: With automated lead scoring systems in place, businesses can prioritize high-quality prospects that are more likely to convert into customers.
  • Increase sales: A well-executed lead nurturing strategy powered by marketing automation helps move potential customers down the sales funnel faster by delivering timely follow-ups based on specific triggers or actions taken by users.

Selecting the Right CRM System for Your Business

Finding an appropriate Customer Relationship Management (CRM) system is essential when implementing an effective lead nurturing strategy. The ideal platform should be able to handle all aspects of your inbound marketing efforts - from capturing leads through various channels like social media or content downloads to automating email nurture campaigns designed specifically for each stage within the buyer's journey. Some popular CRM platforms include HubSpot, Salesforce, and Marketo.


When evaluating CRM systems, consider the following factors:


  1. Integration capabilities: Ensure that your chosen platform can seamlessly integrate with other tools or software you're currently using, such as email marketing platforms or social media management tools.
  2. User-friendliness: A user-friendly interface is essential for easy adoption by your team members. This will help streamline workflows and ensure everyone stays on track with lead nurturing efforts.
  3. Pricing structure: Assess whether the pricing model aligns with your budget and offers a good Return on Investment (ROI) based on its features and capabilities.
  4. Scalability: Choose a CRM system that can grow alongside your business needs, allowing for additional users or upgraded features when necessary.

Incorporating marketing automation software into your lead nurturing strategy not only saves time but also helps create more personalized experiences for prospects at every stage of their journey. By selecting the right CRM system to support these efforts, businesses can build stronger relationships with potential customers while driving sales growth in the long run.


Marketing automation software is an invaluable tool in a lead nurturing strategy, allowing businesses to efficiently manage customer relationships and generate more qualified leads. With the right CRM system, businesses can see a dramatic increase in conversion rates from nurtured leads compared to non-nurtured ones - let's explore this further.


Key Takeaway: 

Marketing automation software is essential for businesses to streamline marketing efforts and provide personalized experiences for leads. It helps automate repetitive tasks, make data-driven decisions, better target high-quality prospects, and increase sales by delivering timely follow-ups based on specific triggers or actions taken by users. When selecting a CRM system, consider integration capabilities, user-friendliness, pricing structure, and scalability to support lead nurturing efforts.

Difference Between Nurtured Leads and Non-Nurtured Leads

A nurtured lead has been engaged through multiple touchpoints over time with relevant information supporting them throughout their buyer's journey. For example, blog content nurtures readers into loyal customers, if it is high-quality and provides relevant helpful information to your ideal prospects.  

In contrast, non-nurtured leads lack this ongoing engagement resulting in lower conversion rates due to weaker relationships between potential customers and businesses. Understanding the key differences between these two types of leads can help you optimize your lead generation efforts and improve overall sales performance.

Conversion Rate Comparison Between Nurtured vs Non-Nurtured Leads

Nurturing leads is essential for driving higher conversion rates as it helps build trust with prospects while guiding them along the buyer's journey. Studies have shown that nurtured leads tend to produce a 20% increase in sales opportunities compared to non-nurtured leads (source). This demonstrates the importance of implementing an effective lead nurturing strategy that caters to each stage of the customer's decision-making process.

  • Nurtured Leads: These are prospects who have been consistently engaged with targeted content tailored towards their needs, preferences, or pain points. They are more likely to convert into qualified leads or even loyal customers because they've built a trusted relationship with your brand over time.
  • Non-Nurtured Leads: On the other hand, these are individuals who may have expressed initial interest but haven't received any further communication from your business. Without proper nurturing efforts, such as timely follow-ups or personalized content, these leads are less likely to progress through the sales funnel and ultimately convert into paying customers.

Impact on Overall Sales Performance

The effectiveness of your lead nurturing strategy directly impacts your overall sales performance. By investing time and resources in nurturing leads, you can significantly increase the likelihood of converting them into qualified leads or even loyal customers. This not only helps boost revenue but also contributes to building a strong brand reputation that attracts more potential customers in the long run.


To maximize the impact of your lead nurturing efforts, consider implementing some common tactics such as part of an integrated lead nurturing process flow:

  1. Email Nurturing: Send personalized emails with relevant content based on each prospect's stage in their buyer's journey. This helps maintain engagement while providing valuable information that addresses their needs or concerns.
  2. Social Media Engagement: Share industry news updates or thought leadership content related to your business field across various social platforms where your target audience is active. This keeps prospects engaged while demonstrating expertise within the sector.
  3. User Behavior Research & Data Analysis: Continuously analyze user behavior data and feedback from existing customers to better understand what resonates with different segments of your target audience. Use this insight to refine both messaging and targeting strategies for improved results over time.

Incorporating these tactics into an effective lead nurturing strategy will help drive higher conversion rates, improve customer satisfaction levels, and ultimately contribute positively towards overall sales performance growth for any business owner or marketing professional looking to excel at inbound marketing efforts using tools like Hubspot CRM systems.


Lead nurturing is a powerful tool for increasing conversions and overall sales performance. By segmenting your leads into different buyer personas, you can create targeted email campaigns that are personalized to each lead's needs - resulting in higher engagement rates and improved ROI.


Key Takeaway: 

Nurtured leads are engaged through multiple touchpoints over time with relevant information, resulting in higher conversion rates compared to non-nurtured leads. A successful lead nurturing strategy involves tactics such as personalized email campaigns, social media engagement, and user behavior research to build trust with prospects and guide them along the buyer's journey towards becoming loyal customers.

Email Segmentation & Personalization Techniques

Email segmentation plays an essential role in targeting leads more effectively through targeted content based on specific buyer personas or demographics. Personalized emails have proven better results than generic messages when it comes to building relationships with prospects.

Creating Targeted Email Campaigns Based on Buyer Personas

To create a successful email campaign, start by identifying your different buyer personas and their unique needs, preferences, and pain points. Once you've gathered this information, design tailored email campaigns that cater specifically to each persona's interests and challenges. Here are some steps to follow:

  • Analyze user behavior research and data analysis for developing comprehensive profiles of your target audience.
  • Create compelling subject lines that resonate with the recipient's interests or concerns.
  • Include relevant calls-to-action (CTAs) within the body of the email that encourage recipients to take further action such as downloading a whitepaper or registering for a webinar.
  • A/B test various elements of your emails like subject lines, CTAs, images etc., to optimize performance over time.

Best Practices for Crafting Personalized Emails

Incorporating personalization techniques into your lead nurturing strategy can significantly increase engagement rates and build stronger connections between potential customers and businesses. Lead nurturing in wealth management is especially critical because it often takes a long time to gain prospects' trust. Unlike other industries, wealth management deals with sensitive topics such as investments, retirement planning, and financial security. Prospects need to feel confident that their financial advisor understands their unique needs and has their best interests at heart. This trust-building process requires consistent and personalized communication over an extended period. By implementing a lead nurturing strategy, wealth management firms can provide valuable information, address concerns, and demonstrate expertise to prospects, ultimately establishing a strong and trustworthy relationship. Through ongoing engagement and tailored content, businesses can nurture prospects into loyal clients, driving growth and success in the long run.


Consider these best practices when crafting personalized emails:

  1. Add recipient's name: Addressing recipients by their first name adds a personal touch making them feel valued as individuals rather than just another contact in your database.
  2. Segment your email list: Divide your contact list into smaller segments based on factors like demographics, purchase history, or browsing behavior. This allows you to send targeted content that resonates with each segment.
  3. Use dynamic content: Implementing dynamic content, which changes based on the recipient's preferences or past interactions with your brand, can help create a more personalized experience for each subscriber. }

Segmenting and customizing emails are essential for an effective lead nurturing plan, as they enable you to deliver the right message to the ideal recipients. Moving on from there, utilizing social media in lead nurturing is another effective way of connecting with potential customers.


Key Takeaway: 

To effectively target leads, businesses should segment their email lists and personalize messages based on buyer personas. Crafting compelling subject lines, including relevant CTAs, and A/B testing elements of emails can optimize performance over time. Personalization techniques such as addressing recipients by name, segmenting the email list, and using dynamic content can increase engagement rates and build stronger connections with potential customers.

Utilizing Social Media in Lead Nurturing

Social media is a strong means of reaching out to potential customers and developing enduring relationships. Sharing industry news updates or valuable insights related to your business field can help keep prospects engaged while demonstrating expertise within the sector.

Identifying Relevant Social Platforms for Your Target Audience

Identifying the social media platforms most pertinent to your target market is key for leveraging social media in your lead nurturing strategy. Start by researching where they spend their time online and engage with content similar to yours. Some popular platforms include Facebook, Twitter, LinkedIn, and Instagram. Once you've determined the right channels, create tailored content that resonates with each platform's user base.

Crafting Engaging Content That Resonates With Followers

The key to successful social media marketing is creating engaging content that speaks directly to your followers' interests and needs. Consider incorporating these tactics into your social media lead nurturing efforts:

  • Educational posts: Share informative articles, infographics, or videos that teach prospects about topics related to your industry or product offerings.
  • User-generated content (UGC): Showcase customer success stories or testimonials as a way of building trust among potential leads.
  • Thought leadership: Position yourself as an expert in your field by sharing original research findings, insightful commentary on current events, or hosting webinars featuring prominent industry figures.
  • Promotional offers: Entice prospects with exclusive deals, discounts, or limited-time offers to drive sales and generate leads.
  • Interactive content: Encourage engagement by hosting polls, quizzes, or contests that invite followers to participate and share their thoughts.

In addition to crafting compelling content, it's crucial to maintain a consistent posting schedule. Regularly sharing updates keeps your brand top-of-mind for potential customers while demonstrating your commitment to staying current within the industry. Moreover, don't forget the importance of engaging with your audience through timely responses to comments and messages - this fosters trust and encourages further interaction between you and your prospects.

By leveraging social media to build relationships with potential customers, you can maximize your lead nurturing efforts and measure their success through KPIs. By implementing timely follow-ups and measuring effectiveness of your strategy through KPIs, you will be able to better understand how successful your efforts are at engaging leads.


Key Takeaway: 

To effectively utilize social media in your lead nurturing strategy, identify relevant platforms for your target audience and create tailored content that resonates with each platform's user base. Engage prospects by sharing educational posts, user-generated content, thought leadership pieces, promotional offers and interactive content while maintaining a consistent posting schedule and engaging with your audience through timely responses to comments and messages.

Timely Follow-Ups & Measuring Effectiveness of Your Strategy

Responding promptly to inquiries or leads is essential in ensuring that prospects feel valued and attended to. Regularly assessing the performance of your lead nurturing efforts by tracking key metrics such as conversion rates or ROI can help you make necessary adjustments along the way. In this section, we will discuss the importance of timely follow-ups in maintaining relationships with potential customers and highlight some key performance indicators (KPIs) used to measure success.

Importance of Timely Follow-Ups in Maintaining Relationships

To foster a positive relationship with potential customers, companies must act quickly and respond to inquiries promptly. One effective way to do this is through timely follow-ups. By responding quickly and efficiently to any inquiries, concerns, or requests from prospects, companies can demonstrate their commitment towards customer satisfaction while also building trust.

  • Email responses: Aim for a response time within 24 hours (or less) when replying via email. This shows your prospect that you value their time and are eager to address their needs.
  • Social media interactions: Engage with users who comment on your posts or send direct messages on platforms like Facebook, Twitter, LinkedIn by providing helpful information related links(source).
  • User behavior research: Utilizing tools like Google Analytics or Hubspot CRM software to monitor user behavior on your website can help identify areas for improvement based on feedback received during previous engagements, such as updating content to better meet the needs and preferences of potential customers.

Key Performance Indicators (KPIs) Used to Measure Success

To effectively gauge the success of your lead nurturing strategy, it's essential to track specific KPIs that can provide valuable insights into what's working and what needs improvement. Some common KPIs used in measuring the effectiveness of a lead nurturing campaign include:

  1. Conversion rate: The percentage of leads who have become customers as a result of your marketing efforts. A higher conversion rate indicates an effective lead nurturing strategy.
  2. Email open and click-through rates: These metrics help you determine how engaging your email content is, allowing you to make adjustments if necessary for better results.(source)
  3. Social media engagement: Track likes, shares, comments, and other interactions on social platforms to understand how well your content resonates with prospects.
  4. Sales cycle length: Monitor changes in sales cycle duration - shorter cycles may indicate more efficient processes or improved customer relationships due(source).

Incorporating timely follow-ups and tracking relevant KPIs will ensure that your lead nurturing strategy remains effective over time. By staying attentive to prospect inquiries while continuously monitoring performance data, businesses can build lasting relationships with potential customers - ultimately driving increased sales revenue.


Key Takeaway: 

Timely follow-ups are crucial for maintaining relationships with potential customers and building trust. Tracking key performance indicators (KPIs) such as conversion rates, email open and click-through rates, social media engagement, and sales cycle length can help measure the effectiveness of a lead nurturing strategy and make necessary adjustments along the way.



Lead nurturing is a powerful tool that can help you to convert more leads into customers. By understanding the role of marketing automation software, differences between nurtured and non-nurtured leads, common lead nurturing tactics and measuring the success of your lead nurturing strategy, businesses can ensure they are maximizing their potential with this valuable tool. With an effective lead nurturing strategy in place, businesses will be able to achieve greater ROI from their marketing efforts while creating meaningful relationships with prospects over time.

Need Help With Your Lead Nurturing Strategy?

If you're a business looking to set up a lead nurturing campaign, it can be beneficial to seek the assistance of a agency that can set up advanced lead nurturing campaign content strategies or email campaign content strategy agencies. Our agency specializes in creating effective strategies to nurture and engage leads, helping businesses maximize their potential for conversion. We can help businesses segment their email lists and personalize messages based on buyer personas, ensuring that the right message reaches the ideal recipients. Crafting compelling subject lines, including relevant CTAs, and A/B testing elements of emails are also part of our expertise, optimizing performance over time. In addition, our agency can assist in leveraging social media platforms for lead nurturing. By identifying the social media platforms most relevant to your target audience and creating tailored content that resonates with each platform's user base, your business can effectively connect with potential customers and build enduring relationships. Our Inbound Marketing and Sales Agency can also provide guidance on maintaining a consistent posting schedule and engaging with the audience through timely responses to comments and messages. By implementing timely follow-ups and measuring the effectiveness of the lead nurturing strategy through Key Performance Indicators (KPIs), businesses can gain valuable insights and make necessary adjustments to continually improve their lead nurturing efforts. So, if you need help with setting up a lead nurturing strategy, consider reaching out to a our agency to optimize your results and achieve greater ROI from your marketing efforts.


Get Started With Email Lead Nurturing

As you can see, a successful lead nurturing strategy is a critical element of the Inbound Marketing Methodology.  Email marketing is a key part of the lead nurturing process.  That's why we invite you to download our Introduction to Email marketing Guidebook.   It provides you with a handy lead nurturing template.



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Frequently Asked Questions

Here you can find answers to your questions.

Lead Nurturing Strategy

What are lead nurturing strategies?

Lead nurturing strategies are a series of targeted marketing actions designed to engage and build relationships with potential customers throughout their buying journey. These tactics aim to provide valuable content, personalized communication, and timely follow-ups that guide prospects towards making a purchase decision.

What are the three foundational pieces of a lead nurturing strategy?

The three foundational pieces of a lead nurturing strategy include understanding your target audience, designing an effective content strategy, and utilizing marketing automation tools for efficient execution. These elements work together to create personalized experiences that resonate with prospects and encourage them to become loyal customers.

What is lead nurturing and why is it important?

Lead nurturing is the process of building relationships with potential buyers by providing relevant information at each stage of their purchasing journey. It's essential because it helps businesses establish trust, demonstrate expertise, address concerns or objections, and ultimately convert leads into paying customers. A well-executed lead nurturing campaign can significantly improve conversion rates and boost sales performance.

What is the impact of lead nurturing?

The impact of effective lead nurturing includes higher conversion rates from nurtured leads compared to non-nurtured ones, increased customer loyalty due to personalized engagement efforts, shorter sales cycles, better alignment between marketing and sales teams through shared goals, improved return on investment (ROI) in marketing campaigns as well as overall business growth.

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Lonnie D. Ayers, PMP

About the Author: Lonnie Ayers is a Hubspot Certified Inbound Marketing consultant, with additional certifications in Hubspot Content Optimization, Hubspot Contextual Marketing, and is a Hubspot Certified Partner. Specialized in demand generation and sales execution, especially in the SAP, Oracle and Microsoft Partner space, he has unique insight into the tough challenges Service Providers face with generating leads and closing sales using the latest digital tools. With 15 years of SAP Program Management experience, and dozens of complex sales engagements under his belt, he helps partners develop and communicate their unique sales proposition. Frequently sought as a public speaker in various events, he is available for both inhouse engagements and remote coaching.
Balanced Scorecard Consultant

He also recently released a book "How to Dominate Any Market - Turbocharging Your Digital Marketing and Sales Results", which is available on Amazon.

View All Articles by Lonnie D. Ayers, PMP

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