Two of your coworkers are arguing about how to build a lead nurturing workflow. Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward. Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal. Who is right?
Coworker 1 – it’s always best to start with contacts and develop goals for them.
Neither – it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful.
Neither – as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with.
Coworker 2 – it’s always best to start with goals and find contacts who will benefit from them.