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Lisa Shepherd

allows you to build relationships with prospects. The growing
number of lead-nurturing systems makes it much more cost
effective than in the past—see Chapter 37 for more on lead
nurturing.

Lead nurturing is getting more interesting these days, as the
traditional “funnel” model (or AIDA—awareness, interest,
desire, action) is breaking down. While the process is less
predictable from stage to stage, there are still steps. Good
marketing must cover all the steps and make the information
available for prospects at every stage of the purchase
process, regardless of the order they happen in.

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© 2012 Lisa Shepherd