Building long-term relationships should be the ultimate goal of a true lead nurturing process.
Sales has a huge responsibility to meet quota, but in today’s highly competitive B2B space, if the relationship is not cultivated along the way, and a trust between sales and the prospect is not built from beginning to end, then a single sale could end up being just that…a single sale. A growing number of B2B marketers are starting to rethink this approach, but many still struggle with the process.
B2B marketers invest time, money and resources qualifying and generating leads for their sales teams, but many continue the old way of thinking and continue to stop the process there. Where is the ROI in "Lead-to-sale-stop!" and "Lead-to-no sale-stop!"?
Getting to know your potential customer is a critical part of the lead nurturing journey, which is the key to building lasting relationships that could mean the difference between a lot of money spent on a one-and-done sale and a lot of investment in a long-term, cross-sell, up-sell, multi-level sales opportunity.
“Building and maintaining interest with relevant content in a subtle and consistent manner,” is a great way to ease your prospect into the sale, while building mutual respect that can lead to a multi-level sales opportunity.
Our B2B client teams here at SIGMA Marketing Group, along with our strategic approach and core competencies, have helped our B2B marketers build and maintain strong sales enablement and lead nurturing processes that do just that.
The Infographic “Lead Nurturing in Plain English,” adapted from Lead Nurturing for the Complex Sale, by Brian J. Carroll, is a perfect depiction of a lead nurturing process that every company spending time, money and resources on lead generation should consider adopting.