Firms focused solely on lead generation risk squandering their marketing investment and sub-optimizing their business development efforts. Paul Gladen, President & CEO of Muzeview, leads a thoughtful discussion with Chris Aitken of Muzeview and Jeff McKay of Prudent Pedal on a paradigm shift in professional services marketing—from brand and lead generation to lead nurturing. Listen to interview.
In this podcast, they cover:
- The difference between lead generation and lead nurturing
- How lead nurturing supports the complex sale
- Why firms should care about lead nurturing
- What techniques are being used today to drive growth
- The importance of aligning marketing, business development and the firm
- Why “business as usual” squanders your marketing investment