Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Amit Sinha Roy
VP- Marketing & Strategy
Tata Communications Ltd.
On nurturing and maintaining their prospect/lead base.
From a prospect and lead base we are looking at how we are generating these leads in the first base. So from the perspective of a market generated lead, what we do is, we feed it into the marketing engine and then it actually follows a case where there is an immediate opportunity where we are able to hand that off to sales for the necessary action or it could be a situation where the customer needs more time in which case we input that lead opportunity into our nurturing engine. The nurturing engine records regular interactions with customers in terms of information, major product launches, webinars or events that would be of interest based upon the original product or service or solution set that they have looked at. This enables us to engage with customers at periodic intervals sometimes maybe in framework of 1-2 months and then over a period of time we are able to nurture that lead. When the customer is ready to make the purchase we would be at the top of his/her mind as we have stayed in touch, provided information that has been relevant and useful in the decision making cycle and therefore customer would hopefully decide to choose a technology that we to offer.
“The nurturing engine records regular interactions with customers in terms of information, major product launches, webinars or events that would be of interest based upon the original product or service or solution set that they have looked at.”
