Why Sales and Marketing Need to Nurture Leads Today

January 21st, 2011 by Sean Dwyer

So you may ask yourself, “why should I deploy Lead Nurturing?”  The answer is easy – it works and it creates revenue for your company.  To learn more, read the following excerpt from Lead Nurturing Best Practices for Small to Medium sized Businesses (SMBs):

“As Internet marketing has enabled B2B buyers to research, compare, price and try out solutions themselves, they’ve become less dependent on sales people and less receptive to their outreach early in the sales cycle. So how can you ensure prospects are:

  • Receiving the proper sales and marketing messages for their industry, need, and role?
  • Positioning you correctly relative to the competition?
  • Qualified or not?
  • Keeping you in mind for new project opportunities if there was no immediate need at the time of initial contact?
  • Ultimately interested in engaging with your sales team or purchasing online (depending on your sales model)?

Lead nurturing is a big part of the answer to these questions (along with related lead scoring, lead segmentation, web visit activity monitoring and other marketing automation programs).

Lead nurturing usually entails sending a series of thoughtfully timed, personalized emails to leads in order to conduct the relationship building, solution positioning, qualification and support that a sales person would usually provide.

With the right preparation and approach (and marketing automation system), lead nurturing is easy to implement and will increase the flow of sales-ready leads to your sales team.”

Download Lead Nurturing Best Practices for Small to Medium sized Businesses (SMBs)


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