Fundamentals

Understanding Data Driven Lead Nurturing

Data-driven lead nurturing Meaning ● Lead nurturing for SMBs is ethically building customer relationships for long-term value, not just short-term sales. represents a strategic shift from conventional marketing guesswork to informed, precision-based engagement. It is the process of building and maintaining relationships with potential customers by providing them with relevant information and support at each stage of their buyer’s journey, guided by data insights. For small to medium businesses (SMBs), this approach is not merely a luxury but a necessity in today’s competitive digital landscape.

It allows for efficient resource allocation, enhanced customer engagement, and ultimately, improved conversion rates. Moving away from broad, untargeted marketing, data-driven nurturing focuses on individual lead needs and behaviors, fostering a more personalized and effective customer journey.

Data-driven lead nurturing transforms marketing from guesswork to precision, focusing on individual lead needs for SMB growth.

Why Data Matters for SMB Lead Nurturing

For SMBs operating with often limited budgets and resources, data is the great equalizer. It provides actionable intelligence that can optimize every aspect of lead nurturing. Without data, SMBs risk wasting valuable resources on ineffective strategies, chasing unqualified leads, and missing crucial opportunities for engagement. Data empowers SMBs to understand:

• Lead Behavior ● What pages are leads visiting on your website? What content are they downloading? How are they interacting with your emails?
• Lead Demographics and Firmographics ● Who are your leads? What industry are they in? What is their company size? What are their roles?
• Lead Engagement ● How often and in what ways are leads engaging with your marketing materials? Are they opening emails, clicking links, or attending webinars?
• Lead Journey Stage ● Where are leads in the sales funnel? Are they just becoming aware of your brand, considering your solutions, or ready to make a purchase?

By analyzing these data points, SMBs can tailor their nurturing efforts to resonate with leads at each stage, delivering the right message at the right time through the right channel. This targeted approach significantly increases the likelihood of converting leads into paying customers and maximizing marketing ROI.

Essential First Steps Data Collection for Lead Nurturing

Before diving into sophisticated strategies, SMBs must establish a solid foundation for data collection. This involves identifying key data points and setting up systems to capture this information effectively. Here are essential first steps:

1. Define Key Performance Indicators (KPIs) ● Determine what metrics are most important for measuring lead nurturing success. This could include conversion rates, lead quality, customer acquisition Meaning ● Gaining new customers strategically and ethically for sustainable SMB growth. cost, and customer lifetime value. Having clear KPIs will guide data collection efforts and ensure that you are tracking the right information.
2. Implement Website Tracking ● Utilize tools like Google Analytics Meaning ● Google Analytics, pivotal for SMB growth strategies, serves as a web analytics service tracking and reporting website traffic, offering insights into user behavior and marketing campaign performance. to track website visitor behavior. Set up goal tracking to monitor conversions, page views, time on site, and bounce rates. This data reveals how leads interact with your online presence and what content resonates most.
3. CRM Integration ● A Customer Relationship Management (CRM) system is central to data-driven lead nurturing. Choose a CRM that fits your SMB’s needs and budget (many offer free or affordable entry-level options). Integrate your website forms, email marketing Meaning ● Email marketing, within the small and medium-sized business (SMB) arena, constitutes a direct digital communication strategy leveraged to cultivate customer relationships, disseminate targeted promotions, and drive sales growth. platform, and social media channels with your CRM to centralize lead data.
4. Lead Capture Forms ● Optimize website forms to collect essential lead information. Keep forms concise to improve completion rates, but ensure you capture key details like name, email, company, and industry. Consider using progressive profiling to gather more data over time as leads engage further.
5. Email Marketing Platform Setup ● Select an email marketing platform that allows for segmentation and automation. Ensure it integrates with your CRM to track email engagement data (opens, clicks, bounces) and sync lead information seamlessly.

These initial steps are crucial for building a data-rich environment that enables informed lead nurturing strategies. Without a robust data collection framework, even the most sophisticated nurturing tactics will lack direction and effectiveness.

Avoiding Common Pitfalls in Early Stage Data Driven Nurturing

SMBs new to data-driven lead nurturing often encounter common pitfalls that can hinder their progress. Being aware of these challenges and proactively addressing them is essential for success:

• Data Overload and Analysis Paralysis ● Collecting data is only the first step. Avoid getting overwhelmed by the sheer volume of information. Focus on analyzing the most relevant data points that directly impact your KPIs. Start with simple reports and gradually delve into more complex analysis as your understanding grows.
• Ignoring Data Quality ● Garbage in, garbage out. Ensure the data you collect is accurate and reliable. Implement data validation measures in your forms and regularly clean your CRM database to remove duplicates and outdated information. Poor data quality can lead to flawed insights and ineffective nurturing efforts.
• Lack of Clear Goals and Strategy ● Data-driven nurturing must be aligned with overall business objectives. Define clear goals for your lead nurturing campaigns, such as increasing lead conversion Meaning ● Lead conversion, in the SMB context, represents the measurable transition of a prospective customer (a "lead") into a paying customer or client, signifying a tangible return on marketing and sales investments. rates or improving customer acquisition cost. Without a strategic direction, data analysis becomes aimless and lacks purpose.
• Over-Automation and Loss of Personal Touch ● While automation is a key component of efficient lead nurturing, avoid over-automating to the point where interactions become impersonal and robotic. Strive for a balance between automation and personalized communication. Use data to personalize experiences, not to replace human interaction entirely.
• Insufficient Testing and Optimization ● Data-driven nurturing is an iterative process. Don’t expect immediate perfection. Continuously test different approaches, analyze results, and optimize your campaigns based on data insights. A/B testing Meaning ● A/B testing for SMBs: strategic experimentation to learn, adapt, and grow, not just optimize metrics. email subject lines, content, and calls to action is crucial for ongoing improvement.

By proactively addressing these common pitfalls, SMBs can pave the way for a smoother and more successful implementation of data-driven lead nurturing.

Foundational Tools for SMB Lead Nurturing

Selecting the right tools is fundamental to implementing data-driven lead nurturing effectively. For SMBs, the focus should be on user-friendly, affordable, and scalable solutions. Here are some foundational tools:

These tools represent a starting point for SMBs. Many offer free versions or entry-level plans, making them accessible for businesses of all sizes. The key is to choose tools that integrate well with each other and provide the necessary data and functionality to support your lead nurturing strategy.

Selecting the right foundational tools like HubSpot CRM Meaning ● HubSpot CRM functions as a centralized platform enabling SMBs to manage customer interactions and data. and Google Analytics is crucial for SMBs starting with data-driven lead nurturing.

Intermediate

Moving Beyond Basics Advanced Data Collection Techniques

Once SMBs have mastered the foundational data collection methods, the next step is to delve into more advanced techniques to gain a deeper understanding of their leads. This intermediate stage focuses on enriching lead profiles and tracking more granular engagement metrics. Advanced data collection allows for more precise segmentation and hyper-personalized nurturing campaigns.

Website Behavior Tracking for Deeper Insights

While basic website analytics provides a general overview, advanced website behavior tracking offers detailed insights into individual lead interactions. Tools like heatmaps, session recordings, and event tracking can reveal valuable information:

• Heatmaps ● Visualize where users click, move their mouse, and scroll on your website pages. This helps identify popular content areas and areas that may be causing user confusion or drop-off. Tools like Hotjar or Crazy Egg provide heatmap functionality.
• Session Recordings ● Record actual user sessions on your website to see exactly how visitors navigate and interact with your pages. This provides qualitative data that complements quantitative analytics, revealing usability issues and user experience bottlenecks.
• Event Tracking ● Set up specific events to track user actions beyond page views, such as button clicks, form submissions, video views, and file downloads. This allows you to measure engagement with specific content and features on your website. Google Tag Manager simplifies event tracking implementation.

Analyzing data from these advanced tracking methods allows SMBs to understand user intent, identify pain points, and optimize website content and user experience to better align with lead needs and expectations.

Lead Scoring Implementation Prioritizing High Potential Leads

Lead scoring is a methodology used to rank leads based on their perceived value and likelihood to convert into customers. It involves assigning points to leads based on various attributes and behaviors. Implementing lead scoring Meaning ● Lead Scoring, in the context of SMB growth, represents a structured methodology for ranking prospects based on their perceived value to the business. allows SMBs to prioritize nurturing efforts on the most promising leads, maximizing sales efficiency.

Key factors to consider when setting up a lead scoring system:

1. Demographic/Firmographic Data ● Assign points based on lead characteristics such as job title, industry, company size, and location. Ideal customer profile (ICP) alignment should be heavily weighted.
2. Behavioral Data ● Award points for actions that indicate interest and engagement, such as website page visits (especially pricing pages), content downloads, webinar registrations, email engagement, and social media interactions.
3. Negative Scoring ● Deduct points for behaviors that suggest low interest or disqualification, such as unsubscribing from emails, inactivity, or requesting irrelevant content.
4. Scoring Thresholds ● Define clear score ranges to categorize leads into different stages (e.g., cold, warm, hot). Establish thresholds for sales readiness to trigger sales team engagement.
5. Iterative Refinement ● Lead scoring is not a set-and-forget process. Continuously monitor lead quality, conversion rates, and sales feedback to refine your scoring model and ensure accuracy.

By implementing lead scoring, SMBs can automate lead prioritization, ensuring that sales teams focus on leads with the highest conversion potential, thus optimizing resource allocation and improving sales effectiveness.

Dynamic Content Personalization Tailoring Experiences at Scale

Dynamic content personalization Meaning ● Content Personalization, within the SMB context, represents the automated tailoring of digital experiences, such as website content or email campaigns, to individual customer needs and preferences. involves tailoring website and email content based on individual lead characteristics and behaviors. This goes beyond basic segmentation and delivers truly personalized experiences at scale. Personalization increases engagement, relevance, and ultimately, conversion rates.

Strategies for dynamic content Meaning ● Dynamic content, for SMBs, represents website and application material that adapts in real-time based on user data, behavior, or preferences, enhancing customer engagement. personalization:

• Website Personalization ● Display different website content based on visitor demographics, industry, referral source, or past website behavior. Tools like Optimizely or Adobe Target enable website personalization.
• Email Personalization ● Go beyond using just the lead’s name. Personalize email content based on their industry, interests, past interactions, and stage in the buyer’s journey. Use dynamic content blocks to display tailored offers, case studies, or content recommendations.
• Landing Page Personalization ● Customize landing page headlines, copy, and images based on the ad source, keyword, or audience segment. This ensures message match and improves conversion rates from paid advertising and targeted campaigns.

Implementing dynamic content personalization Meaning ● Dynamic Content Personalization (DCP), within the context of Small and Medium-sized Businesses, signifies an automated marketing approach. requires a robust CRM and marketing automation Meaning ● Marketing Automation for SMBs: Strategically automating marketing tasks to enhance efficiency, personalize customer experiences, and drive sustainable business growth. platform that supports dynamic content functionality. It also necessitates a deep understanding of your lead segments and their unique needs and preferences.

Multi Channel Nurturing Campaigns Expanding Reach and Engagement

Effective lead nurturing extends beyond email marketing. Multi-channel nurturing involves engaging leads across various touchpoints to reinforce messaging and cater to different communication preferences. This integrated approach increases brand visibility and strengthens lead relationships.

Key channels for multi-channel nurturing:

• Email Marketing ● Still the cornerstone of lead nurturing, email allows for personalized, direct communication and content delivery.
• Social Media Retargeting ● Re-engage website visitors who haven’t converted through targeted social media ads. Platforms like Facebook, LinkedIn, and Twitter offer retargeting capabilities.
• Content Marketing ● Provide valuable content through blog posts, articles, videos, and infographics to educate and engage leads throughout their journey.
• Paid Advertising ● Use targeted ads to reach specific lead segments with relevant offers and content. Platforms like Google Ads and LinkedIn Ads offer advanced targeting options.
• Direct Mail (Selective Use) ● For high-value leads or specific industries, personalized direct mail can create a memorable touchpoint and stand out from digital noise.

A cohesive multi-channel nurturing strategy requires careful planning and coordination across marketing channels. Ensure consistent messaging and branding across all touchpoints to create a seamless and impactful lead experience.

A/B Testing and Optimization Data Driven Campaign Improvement

A/B testing, also known as split testing, is a crucial methodology for data-driven optimization. It involves comparing two versions of a marketing asset (e.g., email, landing page, ad) to determine which performs better. Continuous A/B testing and optimization are essential for maximizing campaign effectiveness.

Elements to A/B test in lead nurturing campaigns:

• Email Subject Lines ● Test different subject line wording, length, and personalization to improve open rates.
• Email Content ● Experiment with different email copy, tone, value propositions, and calls to action to increase click-through rates and conversions.
• Landing Page Headlines and Copy ● Test different headlines, value propositions, and body copy to improve landing page conversion rates.
• Calls to Action (CTAs) ● Experiment with different CTA wording, placement, and design to optimize click-through rates and goal completions.
• Visual Elements ● Test different images, videos, and layouts to see what resonates best with your audience.

A/B testing should be conducted systematically and with statistical rigor. Use A/B testing tools provided by email marketing platforms or dedicated testing platforms like Google Optimize. Analyze test results carefully and implement winning variations to continuously improve campaign performance.

Analyzing Intermediate Metrics Measuring Nurturing Campaign ROI

Beyond basic metrics like open and click-through rates, intermediate lead nurturing analysis focuses on metrics that directly reflect campaign ROI and lead quality.

Key intermediate metrics to track:

• Conversion Rates (Lead-To-MQL, MQL-To-SQL, SQL-To-Customer) ● Track conversion rates at each stage of the funnel to identify bottlenecks and areas for improvement.
• Lead Quality Score ● Monitor the quality of leads generated by nurturing campaigns based on lead scoring and sales feedback. Are nurtured leads more likely to convert to customers and have higher deal values?
• Customer Acquisition Cost (CAC) ● Calculate the cost of acquiring a customer through lead nurturing efforts. Compare CAC for nurtured leads versus leads acquired through other channels.
• Customer Lifetime Value (CLTV) of Nurtured Leads ● Analyze the long-term value of customers acquired through lead nurturing. Do nurtured customers have higher retention rates and spend more over time?
• Marketing ROI ● Calculate the overall return on investment for your lead nurturing campaigns by comparing marketing spend to revenue generated from nurtured leads.

Analyzing these intermediate metrics provides a comprehensive view of lead nurturing campaign performance and ROI. It enables data-driven optimization and demonstrates the value of lead nurturing to business stakeholders.

Intermediate lead nurturing focuses on advanced data analysis, personalization, and multi-channel strategies to improve lead quality and campaign ROI for SMBs.

Advanced

Pushing Boundaries Predictive Analytics for Lead Nurturing

For SMBs ready to achieve significant competitive advantages, advanced data-driven lead nurturing leverages predictive analytics. This involves using historical data and machine learning Meaning ● Machine Learning (ML), in the context of Small and Medium-sized Businesses (SMBs), represents a suite of algorithms that enable computer systems to learn from data without explicit programming, driving automation and enhancing decision-making. algorithms to forecast future lead behavior and optimize nurturing strategies proactively. Predictive analytics Meaning ● Strategic foresight through data for SMB success. moves beyond reactive optimization to anticipatory engagement.

AI Powered Predictive Lead Scoring Anticipating Conversion Propensity

Traditional lead scoring relies on predefined rules and static thresholds. AI-powered predictive lead scoring Meaning ● Predictive Lead Scoring for SMBs: Data-driven lead prioritization to boost conversion rates and optimize sales efficiency. utilizes machine learning to analyze vast datasets and identify complex patterns that indicate lead conversion propensity. This results in more accurate and dynamic lead scoring.

Key aspects of AI-powered predictive lead scoring:

1. Machine Learning Algorithms ● Employ algorithms like logistic regression, decision trees, or neural networks to analyze historical lead data and identify predictive variables.
2. Dynamic Scoring Models ● AI models continuously learn and adapt to new data, adjusting scoring weights and thresholds dynamically. This ensures scoring accuracy remains high over time.
3. Behavioral Pattern Recognition ● AI can identify subtle behavioral patterns that humans might miss, such as combinations of website interactions, content consumption sequences, and engagement frequency, that are strong predictors of conversion.
4. Integration with CRM and Marketing Automation ● Seamlessly integrate AI-powered scoring with your CRM and marketing automation platform to automatically prioritize leads and trigger personalized nurturing sequences based on predictive scores.
5. Explainable AI (XAI) for Transparency ● While AI models can be complex, strive for transparency by understanding which factors are driving lead scores. XAI techniques can help interpret model outputs and provide actionable insights.

AI-powered predictive lead scoring enhances lead prioritization accuracy, reduces wasted sales effort, and improves overall lead conversion rates. It empowers SMBs to focus resources on leads with the highest likelihood of becoming customers.

Hyper Personalization at Scale AI Driven Content and Journey Orchestration

Advanced personalization goes beyond dynamic content to hyper-personalization, delivering truly individualized experiences to each lead. AI-driven content creation AI empowers SMB content creation for growth & efficiency, but human brand voice remains key. and journey orchestration enable SMBs to achieve hyper-personalization at scale.

Strategies for AI-driven hyper-personalization:

• AI Content Generation ● Utilize AI tools to generate personalized email copy, landing page content, and even blog posts tailored to individual lead interests and needs. Natural Language Processing (NLP) models can create human-quality content at scale.
• Personalized Recommendation Engines ● Implement AI-powered recommendation engines on your website and in emails to suggest relevant content, products, or services based on individual lead profiles and behavior.
• Dynamic Journey Orchestration ● Use AI to orchestrate personalized lead journeys across multiple channels in real-time. AI algorithms can determine the optimal next step and channel for each lead based on their current behavior and predicted future actions.
• Sentiment Analysis for Personalized Communication ● Employ sentiment analysis to understand lead sentiment from email replies, social media interactions, and customer service inquiries. Tailor communication tone and messaging based on individual lead sentiment.
• Predictive Customer Service ● Use AI to anticipate lead needs and proactively offer personalized customer service and support. Chatbots powered by AI can provide instant assistance and resolve common queries.

AI-driven hyper-personalization creates highly engaging and relevant experiences for leads, fostering stronger relationships and significantly increasing conversion probabilities. It transforms lead nurturing from a segmented approach to a truly individualized one.

Behavioral Segmentation and Dynamic Journeys Real Time Engagement Optimization

Advanced segmentation moves beyond static segments to behavioral segmentation, grouping leads based on their real-time actions and behaviors. Dynamic journeys adapt nurturing paths based on these behavioral segments, optimizing engagement in real-time.

Components of behavioral segmentation Meaning ● Behavioral Segmentation for SMBs: Tailoring strategies by understanding customer actions for targeted marketing and growth. and dynamic journeys:

• Real-Time Data Integration ● Integrate real-time data streams from website interactions, email engagement, social media activity, and CRM updates to capture up-to-the-minute lead behavior.
• Behavioral Triggers ● Define specific behavioral triggers Meaning ● Behavioral Triggers, within the sphere of SMB growth, automation, and implementation, are predefined customer actions or conditions that automatically activate a specific marketing or operational response. that automatically segment leads and initiate dynamic journey adjustments. Triggers can include website page visits, content downloads, email clicks, form submissions, and inactivity.
• Dynamic Journey Mapping ● Design flexible nurturing journeys that adapt based on behavioral triggers. Use branching logic to route leads down different paths based on their actions and engagement levels.
• Personalized Content Delivery in Real-Time ● Deliver personalized content Meaning ● Tailoring content to individual customer needs, enhancing relevance and engagement for SMB growth. and offers in real-time based on behavioral segments and journey stage. Ensure content is highly relevant to the lead’s immediate needs and interests.
• Continuous Journey Optimization ● Monitor journey performance in real-time and use data insights to continuously optimize journey paths, triggers, and content to maximize engagement and conversion rates.

Behavioral segmentation and dynamic journeys enable SMBs to engage leads in the most relevant and timely manner, creating highly responsive and effective nurturing experiences.

AI Driven Content Creation Streamlining Nurturing Material Production

Creating high-quality, engaging content is crucial for lead nurturing, but it can be time-consuming and resource-intensive. AI-driven content Meaning ● AI-Driven Content, within the context of SMB operations, signifies the strategic creation and distribution of digital assets leveraging Artificial Intelligence technologies. creation tools can streamline content production and improve content effectiveness.

Applications of AI in content creation Meaning ● Content Creation, in the realm of Small and Medium-sized Businesses, centers on developing and disseminating valuable, relevant, and consistent media to attract and retain a clearly defined audience, driving profitable customer action. for lead nurturing:

• AI Powered Email Copywriting ● Use AI tools to generate email subject lines, body copy, and calls to action that are optimized for engagement and conversion. AI can analyze data to identify high-performing language and messaging.
• Blog Post and Article Generation ● Employ AI writing assistants to generate blog post outlines, draft articles, and even create complete blog posts on relevant topics. AI can help overcome writer’s block and accelerate content production.
• Content Repurposing and Optimization ● Use AI to repurpose existing content into different formats (e.g., blog post to infographic, webinar to ebook) and optimize content for SEO and readability.
• Personalized Content Summarization ● Utilize AI to summarize long-form content into concise, personalized snippets for email newsletters or social media updates, increasing content consumption.
• Content Performance Prediction ● Employ AI to predict the performance of content before it is even published, based on historical data and content characteristics. This helps prioritize content creation efforts and maximize content ROI.

AI-driven content creation empowers SMBs to produce more content, faster, and with greater personalization, enhancing their lead nurturing capabilities and content marketing effectiveness.

Integrating Lead Nurturing with Sales Processes Seamless Lead Handoff and Alignment

Advanced lead nurturing requires seamless integration with sales processes to ensure smooth lead handoff and alignment between marketing and sales teams. This integration optimizes the entire lead-to-customer journey.

Strategies for integrating lead nurturing with sales:

1. Sales and Marketing Alignment on Lead Definitions ● Establish clear definitions for Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) that are agreed upon by both marketing and sales teams. Ensure a shared understanding of lead qualification criteria.
2. Automated Lead Handoff Triggers ● Automate the handoff of SQLs to the sales team based on predefined lead scoring thresholds or behavioral triggers. Ensure timely and efficient lead routing.
3. CRM Based Sales Enablement ● Provide sales teams with comprehensive lead information within the CRM, including lead nurturing history, engagement data, and predictive scores. Equip sales with the insights they need to personalize sales conversations.
4. Closed-Loop Reporting and Feedback ● Implement closed-loop reporting to track lead progress from initial touchpoint to customer conversion. Establish feedback loops between sales and marketing to continuously refine lead nurturing and sales processes.
5. Shared KPIs and Accountability ● Align sales and marketing teams around shared KPIs related to lead generation, conversion rates, and revenue growth. Foster joint accountability for lead nurturing success.

Seamless integration between lead nurturing and sales processes ensures a unified customer journey, improves lead conversion rates, and maximizes overall revenue generation.

Measuring Advanced Metrics Customer Lifetime Value and Long Term Impact

Advanced lead nurturing metrics focus on long-term impact and customer value. Beyond immediate conversion rates, SMBs should track metrics that reflect the sustainable growth Meaning ● Sustainable SMB growth is balanced expansion, mitigating risks, valuing stakeholders, and leveraging automation for long-term resilience and positive impact. and profitability driven by lead nurturing.

Key advanced metrics for long-term impact:

• Customer Lifetime Value (CLTV) by Nurturing Path ● Analyze CLTV for customers acquired through different nurturing paths and segments. Identify nurturing strategies that generate the highest value customers over time.
• Customer Retention Rate of Nurtured Leads ● Track the retention rate of customers acquired through lead nurturing. Are nurtured customers more loyal and less likely to churn?
• Marketing Contribution to Customer Revenue ● Measure the percentage of overall customer revenue that can be directly attributed to marketing and lead nurturing efforts. Demonstrate the quantifiable impact of marketing on business growth.
• Lead Nurturing Program ROI Over Time ● Calculate the long-term ROI of lead nurturing programs, considering customer lifetime value Meaning ● Customer Lifetime Value (CLTV) for SMBs is the projected net profit from a customer relationship, guiding strategic decisions for sustainable growth. and sustained revenue generation over multiple periods.
• Brand Advocacy and Referral Rates from Nurtured Customers ● Assess whether nurtured customers are more likely to become brand advocates and generate referrals. Measure referral rates and Net Promoter Score (NPS) for nurtured customer segments.

Tracking these advanced metrics provides a holistic view of lead nurturing impact, demonstrating its contribution to long-term business success, customer loyalty, and sustainable growth.

Advanced lead nurturing utilizes AI and predictive analytics to achieve hyper-personalization, optimize lead journeys in real-time, and drive long-term customer value for SMBs.

References

• Kohavi, Ron, et al. “Online Experimentation at Microsoft.” Communications of the ACM, vol. 56, no. 5, 2013, pp. 47-55.
• Provost, Foster, and Tom Fawcett. Data Science for Business ● What You Need to Know about Data Mining and Data-Analytic Thinking. O’Reilly Media, 2013.
• Stone, Merlin, and John A. DeVincentis. Lean Demand Generation ● How to Apply Lean Thinking Principles to Your Demand Generation Process. McGraw-Hill Education, 2010.