4 Ways to Get Better ROI through Inbound Marketing

ROI With Inbound Marketing

According to HubSpot’s ‘State of Inbound 2014’ report, more than twice as many marketers (45%) cited inbound marketing as their primary source of lead generation versus outbound (22%). But the question is, how do you make inbound marketing work for your business?

Here Are 4 Things You Can Do For Better ROI  

Creating a Buyer Persona

Buyer persona

A buyer persona can be created with the help of demographic information, challenges, goals and objectives of your target customers. Your target audience can be your existing customers and prospective customers. This can be done by interviews, surveys and research. Here are some practical ways of creating your buyer persona:

  • Uncover trends, by looking into your database, about how your leads find you and how they consume your content.
  • When creating forms for your website, use fields that record important information. For example, if your personas vary based on geography, make sure to ask each lead about their geographic location in the form.
  • Speak to your sales team and consider what they have to say about the leads they are speaking to the most. Are there are observations they have made about the leads?
  • Get feedback from your current and prospective customers. Analyze what they have to say about your products and services.
  • There is no definitive number of people you should interview. But once you can accurately predict what your interviewee is going to say, we’d say it’s time to stop.

How to use your information to create a persona

  • Fill in your personas demographic information.
  • Share what you have learned about your personas motivations. Tie it all together to show how your company can help them.
  • Prepare your sales team for conversations with the personas. Create a list of concerns your customers had and prepare the team to answer these questions if they come up.

Choose The Right Platform

Social Media

Whatever social platform you choose; Facebook, Twitter, LinkedIn or Google+ your social presence and engagement is responsible for creating a good brand. Here are a few questions you should ask yourself, to find the right platform for your business.

  • Who are the present users?

For example, Pinterest is dominated by the female demographic. Of its estimated 10.4 million users, 80 percent are female. Nearly 30% are between the ages of 25 and 34, with the average user spending nearly 98 minutes a day perusing the site. Ask yourself if this audience is a relevant target for your business. Do not try to fit your business model to suit a social platform.

  • What type of content do they like to share?

Are your products and services popular with the trending topics on a particular site? Do they have similar interests? Facebook and Twitter are on top when it comes to sharing content. But for business audiences, LinkedIn or any such industry specific social sites might be a better choice. It provides wonderful networking opportunities with others in your industry.

Understanding the difference in social sites will help you choose the right one for your business.

  • How much time do you require to participate in a social site?

You need to make sure you do not have too much on your plate. You will get better ROI if you choose a few key networks and put the required effort to utilize its full power. Leading social sites have made sharing fairly easy. But the key is to have quality content ready to be shared on these sites.

Designing a Successful Campaign

successful online campaign

Marketing campaigns aren’t just for product launches. You need to treat every single marketing activity as a marketing campaign. Here is how you go about doing that:

  • Start by identifying your audience. The demographics, values, challenges, objectives etc.
  • Set attainable goals. You should know where you want to reach before you start. For example, generate 5000 leads who are interested in search engine marketing by December 2015.
  • Zero-in on the keywords you want to rank for as a result of the campaign. Use them across your headlines and your content. Do not stuff your content with keywords. Be consistent in keywords you use to optimize for search.
  • Create landing space and offers. Create offers to attract prospective customers and landing pages to convert those visitors. Make sure you include the keywords that you decided to rank for.
  • Get the word out. Send an email. Write related blogs. Share content on social media.

Marketing Automation

marketing automation

Once you have leads, it becomes very important to nurture these leads. Marketing automation helps in doing so. Here is how:

  • Set specific targets. Targeting a group of buyers with relevant messages increases the likelihood of purchase. Do not limit yourself to their job titles and demographics. Hone in on how they responded the previous campaigns or what they do when they visit your site. Jupiter Research compared untargeted campaigns with targeted campaigns finding that conversion rates can be up to 400% higher for the latter.
  • Nurture leads till they are ready to make a purchase. This is the biggest advantage of marketing automation. When people first visit your site they are not ready to make a purchase. But eventually, they will be. Marketing automation lets you set up a series of communication designed for different stages of the marketing funnel.
  • Get personal with your customers. Having access to a high level of data about your customers and prospects, it will be easier to personalize communications and services to your customers.


Use these steps for your inbound marketing and it will improve your brand value, customer satisfaction, and retention. All in all, it will hike up your ROI through inbound marketing. Do you have anything to add? Let us know in the comments.





Stop Buying And Start Earning Your Traffic Or Social Media Fan Base

buying social media fans

Customer: How will you achieve this?

Marketing Agency 1: We’ll develop an engagement gradually by actively participating in social media conversation, publishing content, sharing and developing an all round presence to drive inbound traffic.

Marketing Agency 2: Don’t worry about it, we’re experts in SEO techniques, we’ll deliver 1000’s of links, guaranteed traffic and you will have quick results.

Customer: When can I see results? How much traffic can you generate at the end of the first month?

Marketing Agency 1: We may be able to generate a moderate few hundred to 1000 visitors through referral traffic in the first month but consistently build and later start seeing more traction from search traffic coming in from content that’s made an impact with users. 

Marketing Agency 2: We can get thousands of visitors in the first month, thousands of Twitter followers and thousands of Facebook fans…it all depends on your budget.

Customer: Obvious choice! Marketing Agency 2 knows what I want…you’re hired! 

getting facebook fans fast

Money can buy you traffic for your website, it can buy you quick marketing results and even the impression that you’re online marketing efforts are a success.What it can not by you is true online engagement.

When it comes to demand generation and online marketing instant results, quick traffic, rapid growth, small campaign cycles are words businesses and marketers like to hear. It’s all possible online just as it is offline, if you have advertising dollars to spend, attention can be bought. However, to keep that attention, you need to keep spending those ad dollars and when using these routes, one needs to remember:

Easy come….easy go.

Not that there is anything wrong with online advertising, banner exchanges, buying leads, traffic or fans but should that be the only strategy as part of the overall online marketing mix? The reality is, these quick result mediums are effective in getting attention but they work exactly as traditional push based advertising or marketing does.

There are no short cuts to the pull based or inbound marketing. It needs to be earned by offering something of value constantly but the results can be lasting. It doesn’t cost as much but it needs long term vision and commitment to grow an online marketing effort that draws traffic and customers towards you and getting people to talk about your business. It is the road less traveled, longer, more demanding but in the end….it leads to a better place.

Attention can be bought, trust needs to be earned and when you’re building a long term online presence that people can connect to, it’s working hard at building engagement and trust that will make all the difference.


How Investing In Developing An Online Presence Early Can Reduce Your B2B Sales Costs Later

One of the top reasons decision makers in B2B businesses put off social media marketing and spending on activity which can help create a web presence is “no instant ROI”. The logic: why pay someone to blog, publish content, share content, comment on others websites and spend time on social networks all day when it doesn’t instantly result in sales? It’s just an ongoing cost which can run for months without a directly proportional result in terms of sales that can be tied directly to this activity.

Most traditional business development decision makers would rather spend on advertising campaigns, email marketing campaigns, telemarketing or buying peoples attention rather than earning trust by building a relationship through social media which can be a much longer process. You wouldn’t be wrong to think social media and the content marketing approach is a slower path to converting attention to sales so it can be put off. However, it would be short-sighted.

You see, developing a content ecosystem and a social media presence is a long term investment much like brand building and not a short term marketing campaign spend like a telemarketing campaign.

So when you look at the term ROI on activities like blogging, sharing, content development and others related to developing an online presence, you need to look at it standing far back thinking what it can do for you several years down the line rather than looking at it up close like a 2 month advertising campaign where you count spend and conversions over this short period. Social media is a long term investment in creating brand pull around your business and that’s the perspective it needs to be seen in.

Real life case illustration

A couple of years ago  I was involved with the demand generation team for a B2B service. When it was launched, there were two major components to the customer acquisition process. An inbound marketing lead (just myself) and an outbound pre-sales team of 4 that would run email campaigns combined with outbound telemarketing campaigns to identify potential customers that supported a 5th sales manager that would actually close sales resulting in conversion when a hot lead has been identified by the pre-sales team.

Working of the Outbound Marketing Team

Outbound Marketing

4 resources costing the company $3000 (made up figure) a month each at a total cost of $12,000 a month.

Together they generate approximately 120 phone calls each day reaching about 50  a day of which 2 warm leads would emerge. That’s about 10 warm leads a week of which about 1 would convert into a customer. This team of 4 would consistently deliver about 4 customers a month which was not bad considering this was a service where a single customer would be high value and contribute significant revenues.

The process was linear and the cost of sales constant. The only way to increase sales would be to increase costs.

Working of the Inbound Marketing Effort

inbound marketing

1 resource costing the company $3000 (made up figure) a month total cost of $3,000 a month.

As a 1 person inbound marketing resource for a small business, I would spend my hours each day creating a compelling blog post, developing engaging content around the service like slideshare presentations, ebooks, PDFs etc. Promoting and sharing this content across social bookmarking sites, interacting with others on relevant communities across Linkedin groups, doing guest blog posts with industry thought leaders, building a following on Twitter, link building and developing awareness for the service and company.

The first two or three months there was very little traffic, a hand full of inbound leads mainly from decision makers stumbling across conversations and learning about the company. In the next three months we were reaching about 150 inbound visitors a day resulting in about just 10 form fills a month but converting into about 4-5 sales a month since the inbound leads were more qualified and came looking for what we offer. This was at par with the 4 person outbound team.

As the activity continued at the same pace, towards the end of the first year traffic grew steadily towards the website, form fills started to increase and inbound leads were continuing to show steady progress. Conversions were much better on these inbound leads since they came from visitors that had come across us online through our content or conversations, heard about us, reviewed and done most of their evaluation on the website with content provided there and then asked us to get in touch with them since they were interested.

By the end of the second year, the number of inbound leads from the website as a result of the social media and content marketing activity had far exceeded anything the 4 person sales team could come up with who were still at 4 sales a month.

The process took time and effort to yield anything. Once it did, however, it scaled and beyond a point, the returns far outweighed the costs.


Developing an online presence is not going to yield instant results but great brands were not built overnight. They were investments made with the vision that people will connect with them and when they finally did they paid off. Social media and online outreach is an investment. Invest early, reap the benefits long term!


Looking Beyond Facebook Twitter And The Obvious To Market Your Business Online

Facebook, Twitter, Linkedin, Pinterest, Digg, StumbleUpon, Google Plus etc are the the better known bigwigs of the social web and undoubtedly the first places that come to mind when you think about developing a marketing strategy online. Going purely by the volume of traffic they have, it seems obvious to spend more time and energy developing activity and outreach on the platforms that have the most traffic and give less priority to the ones that have comparatively less traffic. It seems like common sense that if you have target market of 20 million on Facebook, that’s where you should spend most of your online marketing focus and yet this isn’t always the case.

When it comes to online marketing and engaging people through different web channels there’s a lot more than quantity of traffic that comes into play. The same set of social sites and using the same outreach formula may not always work since every brand, business, target market and web user base has it’s own characteristics. Facebook may bring in 1000 fans and not a single conversion over 10 months. A small niche community site or online group on the other hand may bring in just 50 visitors in the same time frame resulting in 10 conversions. There’s marketing potential far beyond Facebook and the obvious social media super sites.

Just to be clear, we’re not saying don’t spend time on Facebook, Twitter, Linkedin and so on. We’re saying don’t restrict your outreach efforts to only these sites and look beyond the obvious choices because you never know what works best for your inbound marketing till you experiment.

Let me illustrate:

A new picturesque family getaway hill resort was looking to  increase their online visibility to drive more bookings and eventually to rely on inbound traffic and conversions to keep the occupancy charts filled. They managed to create a Facebook page and spread the word through family and friends touching 400 fans in their first 3 months however, there were only about 3 bookings that could be attributed to their activity on the Facebook page. Some weeks later, one of their customers submitted a review of the resort on TripAdvisor.com and resulted in someone else discovering the resort as a result of this review. From that instance, the resort decided to explicitly request their customers to add a review on TripAdvisor.com if they enjoyed their stay and customers did. The TripAdvisor reviews showed up well in Google search results for ‘places to stay’ related to the region and the bookings clearly saw an increase. Learning from the experience, the resort spent more time submitting their details to similar hotel directory sites, travel review communities and listings stepping up their activity on these sites and although the traffic increase was not huge, the conversion rate was growing and inbound bookings went up significantly as more people discovered the resort through their searches for staying options in the area.

A children’s clothing and apparel brand setup an online store in an attempt to break out of it’s local operations and look global for customers. They spent significant resources working on on-site SEO and creating accounts on Twitter, Facebook as well as setting up a blog which they could use to showcase their style tips and advice. They soon learned this is a very crowded and competitive space online and got frustrated not being noticed and getting the attention they thought they would. Their break came from getting actively involved on family and kids fashion sites like mykidsfashion.com, stylecaster.com, cafemom.com and others. People seemed to respond better to photos of their kids wear and gradually the purchases started happening. They were finally connecting to the right audiences in the right places and developing an influence there.

There’s a wide web of places online beyond the popular choices to develop an influence and reach out to the right people online and sometimes all it takes is a little will and effort to experiment and find out what works best for you. It can be a long process but well worth it in the end when you find the right mix and focus efforts on the ones that yield results.


Seasonal Social Media Marketing – There Is No Such Thing

A financial company had this big event planned which would bring down some heavy weight global investors as well as some key government leaders two months away. They planned to market this event in a big way to attract more attendees from the private sector and decided to use an integrated multi-pronged plan with email campaigns, a single newspaper advertisement, call in known press contacts for some offline PR and wait for it….social media marketing!

Now this could have been a great strategy to reach out and spread the word about the event inviting people to come attend but the catch was they didn’t have a social media presence or online engagement they could tap into so they decided to engage a social media and online marketing company that could help them create a web presence for them since they would be busy with preparations for the event. Now deciding to create a social media and web presence for your company IS a great idea. What was wrong with this particular case is the plan was to spend exactly 2 months engaging on social media, setting up a blog, a Facebook account, connecting with groups on Linkedin, Twitter…..and then STOP until much later in the year when another similar event was planned.

Social media can not be compared directly to television advertising or other offline media. It doesn’t work on the principle of flash a message to a known sized audience and pay accordingly (Online advertising does that but not social media engagement). It’s about constant interaction, communication and building that community / audience and that’s not a quick ‘put together’ and sell ….it’s build and nurture over a long time. Blog audiences are not built in a month or two, neither are Facebook groups or social influence on other sites. Not to say they can’t be done with a large budget and paid online advertising but you get what you pay for and to grow a social presence online organically and build lasting relationships with people online, that’s not a viable strategy.

Think of it as a conversation (which is exactly what it is). When you stop activity, stop publishing, stop updating, stop answering, replying or communicating online…..that is the end of the conversation. The other’s in the room with you have little option but to leave the room or move on. You can’t build a relationship based on a single conversation in any social situation online or not. Stronger relationships are built when you keep in touch, keep communicating and stay in contact. Social media and online presence is great for marketing – but it can’t be a seasonal strategy which can be turned on an off.

This company is not alone in their resolve to use social media and invest in online activity for a few days of the year only when it’s strategically needed for their marketing. There are sporting clubs and franchises that engage a million strong fan base for a few months of the year when the season is on and then cut off all activity when its done. Sure season is when the interest peaks and the sponsorship revenues come pouring in for the teams and clubs but what about the fans? Do they stop being fans once the season is over? Do they stop reading about their favorite players or not want to hear what is happening off the field through the year till the next season? There are businesses from every field occasionally dabbling in social media and then letting the activity slide like it’s a seasonal campaign but there’s no such thing when it comes to social media.

There’s always advertising to turn to for instant demand generation but inbound marketing and social media marketing is not about that and doesn’t fit there as a solution to short term demand increases. It’s about relationships and like any dating guru (or social media influencer) will tell you…you need to invest time and effort in any relationship and work at it constantly to strengthen it.


How The Pinterest Phenomenon Will Impact Your Inbound Marketing And Content Strategy


The nuclear fission like popularity of social site Pinterest.com has taken the social web by storm. Shooting up the website rankings among the most popular sites out there today, this is one online community no brand, website or organization wants to ignore when it comes to reaching out on the web. No less than a few months ago you could have given it a miss while planning your inbound marketing and social media strategies but ignoring it now would be like ignoring Facebook, Twitter and a number of other channels put together. That’s just how influential Pinterest can be in adding to the referral traffic on your website! In the inbound marketing world, it’s a force to reckon with.

Pinterest Traffic

For those of you yet to get on the Pinterest bandwagon, the concept behind this game changing social networking is fairly simple: Imagine creating pin up boards for things you like whether it’s recipes, places you wish to visit, motorbikes you love or clothes that appeal to you and pinning up images / photos of the best you find on the web under each of these. For example, you find a photo of a destination that looks amazing, you can pin it up to your board of “places I like”. In true spirit of social networking you can follow others, see their boards and share your pin-up boards with others. Ultimately, where this site shines through is the visual experience it delivers and makes finding great web content fun.


Now if you’re looking to engage on Pinterest and tap into this massive social network which is rapidly becoming one of the top five sources of inbound traffic to so many sites, you need to make one major direction change in terms of the content you’re publishing to even have a chance of making waves on this social network:

Think Visually

Snappy 140 character texts like the ones on Twitter, Facebook-like status updates and well worded blog posts are not the fuel Pinterest runs on. If you’re going to be one of the sources for viral pins on Pinterest (and the site does link to sources for images pinned) then you need to think :

– Terrific appealing photos

– Graphics

– Infographics

– Visual representations

– Posters

– Designs

– (Videos too)


While the images pinned to Pinterest can be linked to the source site or page they came from, it’s the images and visual content themselves that actually draw clicks from other pinners so if your visual content doesn’t have appeal, it’s not likely to do too well on Pinterest.

Inbound marketing strategies and content creation for social media engagement and is going to have to put more focus on developing great visual content to include in publishing mix. For someone looking to develop a presence on Pinterest, you’re going to have to ask :

– Would someone be drawn to the image if seen on their feed of pins followed?

– Would they click the images you pin and share?

– Would they re-pin or share those images?


Pinterest is going to drive brands to be more creative in terms of photos, graphics, images and visual content. Put the focus on great visual content and Pinterest could do wonders for your inbound traffic and web presence!


BuzzFactory Founder Now IMU Certified Inbound Marketing Professional

That’s right! Certified with Honors Distinction by the IMU with a score of 94%. Here it is with the news release below!

Neil Sequeira Inbound Marketing Professional Certification

BuzzFactory.net Founder Neil Sequeira Receives Certification in Inbound Marketing

Timing Your Social Media Marketing Right

When we’ve sent out proposals for inbound marketing and social media presence development for B2B companies, we make it point to suggest posting and publishing either 3 or 5 days a week based on our structured solutions. The reason being, experience has made it clear if you’re spending hours developing a great blog post or content piece to publish and share on a Saturday or a Sunday, chances are it’s falling to deaf ears since activity is significantly lower on the weekends when people are not at work.

For a B2C shopping site however, it could be quite the opposite since people are more likely to be online relaxed and considering some online shopping over the weekend if the’re not out. It’s a good time to get some messages out to them and could trigger buying. Similarly, a business located in South Korea with it’s key consumers in North America are likely to be ineffective posting updates to their Facebook page during the day when their customers are fast asleep. By the time they wake up, those updates will be so far down their news updates feed, it’s like they weren’t even there.

Timing is a determining factor when it comes to how effective an inbound marketing or social media engagement is. Getting content out at the right time, sparking conversations when there is an audience to participate and not getting lost in a flood of information from others all play their parts in the effectiveness.

What we’re consistently aware off simply from experience, trial and error has now been brilliantly put into perspective in the form of an infographic by Argyle Social which plain and simply explains timing your social media marketing right! –

 Click On The Infographic Below To View Full Size

 » Social Timing Insights Infographic | Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing.  Hundreds of small- and mid-sized businesses rely on our platform to power marketing campaigns on Twitter, Facebook, and LinkedIn.

Content Is King But Who Said Being King Is Easy?

It’s established when it comes to social media engagement or inbound marketing strategy, “content is king”. Without it, there’s not much to talk about, share, discuss, communicate or grab people’s attention. To a step further, it’s not just any old content that will do the trick and get people flocking to one’s website, flooding the CRM’s with online requests, mob the Facebook page and achieve web marketing Utopia. If that were true, there are millions of articles, videos, songs, blog posts and images churned out every day on the web…why not just reuse what’s there?

Well, that’s just not how the social web and content marketing in general works. It works on the foundation of being able to give online audiences quality content that speaks to people and makes a connection with them one way or another. Creating great content that’s going make that kind of an impact or connection with people needs thought, dedication, effort (lots of it) and creativity because as cliche as it may sound, you got to keep it fresh! Especially in a world where millions of pieces of content are fighting for the attention of online audiences in just about every space you can think of.

To illustrate what goes into “keeping it fresh”, here’s a behind the scenes look at the making of a 2 minute web introduction video we were working on at BuzzFactory for a client recently.

The Making Of A Craft Web Video At BuzzFactory

Making A Stop Motion Web Introduction Video At BuzzFactory.net

 It all starts with several hours of prep including work bouncing ideas, creating a story board, sequencing events, creating copy, inputs from the client, graphics / drawing, printing and setting up all that’s needed to get started.

creating a website craft video at buzzfactory

This is followed by the actual process of capturing a stop motion or 2d craft video one frame at a time which can be a tedious process which stretches some hours. At the end of this we have enough images and frames to create 2 minutes of video footage!

creating a website intro video at buzzfactory

Then to the audio workstation to record and synchronize voice-overs, sound effects and background music..

creating a website stop motion video at buzzfactory

The sound editing involves adding the sfx and layering the voices and music and adds up in terms of impact

The final editing cut gets done and several hours since the process began…the video is ready to go online!

That’s just what goes into creating a 2 minute long animated web video to communicate an offering in a more fun and engaging way that we on the web love. When it comes to coming up with a great blog post, an interesting slideshare presentation, a good downloadable PDF document, a captivating info-graphic or a facebook promo…it’s still a considerable level of effort that goes into it and this is what sets quality content apart from ‘short cut’ tactics often employed to “get traffic fast”.

Consistently providing your audience original and relevant content is not easy. But is it worth the time, resources and effort that goes into coming up with quality web content? – Hell yeah!

Historically a King would get to the top spot by succession but Kings of the social web today get there through sheer determined effort…and a spark of creativity!

Drawing Parallels Between Lead Nurturing And Social Content Marketing

I’ve been frequently asked the question “why invest in social media and content marketing?” .

The question often asked to substantiate whether there is any clear ROI in engaging in creating compelling new content and distributing it through social media channels. Somehow, it often takes time for executives more comfortable with traditional marketing tactics to come to reason with why they should consider content and social media core to their marketing online. The prospect of how all the content you generate and all the relationships you build with people online through your blog, social networks, podcasts, articles, slideshare presentations work together to create an online “pull” which will drive your inbound marketing sounds good but it’s not a pack of “instant noodles”. It’s perhaps something PR professionals will appreciate more than marketers since they can relate to how personality, image and brand can be built through strategic communication over a period of time.

To convince many other marketing professionals, we may need something a little closer to home to help understand the need to have an active social media and content marketing strategy in play. Something more comparable like “Lead Nurturing”. Lead nurturing doesn’t result in instant conversions. It is however, a highly effective marketing strategy and we marketers love it!

It keeps a constant engagement with prospective customers in the form of emails, newsletters, updates and other content which could be of value to them. It keeps “you as an organization or business” fresh in their minds since they are reminded of you with each “contact” and when they are ready to “buy” or “act” they know who to go to.

Social content marketing works much the same way. It’s perhaps even less intrusive that typical lead nurturing which in itself is pull based. Here’s an example:

The other day someone asked me if I knew a good web design firm in the APAC region. I thought about for a good 3 seconds and said ” try getting in touch with Brightlabs!”.

Now I’ve never used Brightlabs personally for any web design or development work. I do however read their blog posts quite often, see updates from them on Twitter, read their articles which show on my Linkedin feed. Since I ended up following them on Facebook, I also often come across a wall update or hear about what they are up to on my Facebook account feed. Simply through all the outreach and content they publish, they come off as a firm that really knows what they are doing. In my view, they come across as real professionals who have an eye for detail and passion in the sites they design and build. I feel like I know them well through their online communication. Whenever I’m online on any of my social sites such as Linkedin, Facebook or Twitter, I see them there. So when a requirement came up, the first thing that came to my head when I head web design was “Brightlabs“.

Your content and interaction with people on social networks does what you would expect from lead nurturing campaigns.

– Touch base with them frequently

-Provide them information and content which is valuable

-Don’t sell (at least not directly through your content)

-Be everywhere, social networks, search engines, blogs

-Build relationships through what you publish and what you say online

-Become known for what you do

When the time is right and they have a requirement, they will come to you. Going back to the question “Why invest in social media and content marketing?”. The same reason you would invest in lead nurturing program. To keep your prospective customers in the loop so that when they  have a requirement, they know you are there.