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The prevalent trend of most of the industrial buyers is that they delve deep into the buying cycle before engaging with the sales personnel. It is a fact that the bulk of site visitors, conversions from landing pages, etc., are most often than not, not “ready to buy”. Handing over any semi-qualified that not “sales ready” to sales before adequate lead nurturing does not result in any sales conversions and is of no use. So what does lead nurturing do for sales?

The primary focus of lead nurturing is to realign the timings of buyers and sellers and build a trusting relationship. Today, it is content that drives the lead nurturing engine. Posting white papers, case studies, online demos and webinars on your website and hoping that someone will download and read, is not enough. An effective lead nurturing program needs to provide thought leading content so that that production of qualified leads can be sustained over the long term and a much more predictable and sustainable sales pipeline can be built.

Lead Nurturing – A Sales Necessity

Earlier salespeople made cold calls to their contacts under the ruse of touching base with their clients when in reality they actually wanted to determine whether the prospective customer was ready to buy. With an effective lead nurturing program, salespeople can only call those prospects that have sent a clear signal of their willingness to buy with their online interactions with your marketing content. With lead nurturing, the seller and the buyer are familiar with their timing, by design, and make it more like the buyer has sent you an invitation to call him/her.

Instead of salespeople mailing out marketing automation brochures and product datasheets in an effort to maintain a relationship and getting very little response, the prospects needs to be provided with relevant content of their choice, in their preferred format and with their permission. This helps in the seller being the top contender, as they have helped frame the discussion in the buyer’s mind. The content has helped them make a more informed decision, thereby significantly increasing the ratio of calls to wins. Lead nurturing when done right can in fact cut down the buying cycle.

The primary change in the buying process has led to lead nurturing becoming  more important these days. It has the utmost significance in B2B marketing, allowing the marketing team to nurture leads that is not easily convertible. It can help the sales team make tremendous progress by providing them with high quality leads; it is not a marketing option anymore, but an absolute sales necessity.