If you’re in marketing, you’ll likely agree with me that your field is the toughest job in the world, and that being a good marketer is becoming harder than ever.

But it can be an incredibly rewarding and lucrative job too — if you know how to do it right. Unfortunately, most marketers focus on how to do more instead of how to be efficient and that’s why they keep making the same mistakes again and again.

As a marketer, you need to focus on the things that it matters to say and make as much impact saying those things as possible..] Below are a few such things that can make your marketing process super-effective this year:

1. Focus on nurturing.

No matter what you sell, if you’re not focusing on nurturing buyers, you won’t be able to get good returns from marketing. Why?

Because, according to a report from the Bright funnel, it takes 52 percent more marketing touches (than if you didn’t use those touches) to close a deal. But most marketers focus instead on bringing more people iton the funnel instead of moving them through the funnel.

If you’re a B2B marketer who is using the lead-based marketing strategy to fill the funnel for sales, you should change this approach immediately. The reason is that this approach is broken and sub-optimal: Forrester Research has stated, for example, that fewer than 1 percent of leads will ever become customers.

Want, instead, to nurture your leads? Take inspiration from Sprout Social, a social media management software business that promoted a new feature by reaching out to leads via email and nurturing them.

Everyone wants more leads from marketing every year. That has become the basic expectation and unit of comparison for marketing success. But it shouldn’t be. […]

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