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Lead Nurturing in B2B

Ed TrachierBy: Ed Trachier – September 24, 2013

Lead nurturing in B2B marketing‚ is important.

It’s always great to get a referral, phone call or email with an inquiry from a qualified prospect, and a few days/weeks/months later have a signed agreement¢â‚¬” but it doesn't always happen that way.

In many instances, a lead isn’t converted into a client or customer shortly after first contact due to deal flow (time to close).‚  It is imperative for good marketers to focus on three areas: capturing the lead information, creating a lead pipeline, and nurturing the lead through our (closing) process.‚  We, as marketers, need to focus on each of these areas, and as a result, we can transform a nurtured lead into a client.

The key is for the marketer to remain on the lead’s radar and follow up with the lead as agreed.‚  First, capture the leads contact information in your CRM.‚  Put in good notes about your conversation and what next steps are.

Second, do what you said you would do!‚  If you promised a whitepaper or case study, send away.‚  If you said you would call back in six weeks, make the call.‚  Drip campaigns are useful to building solid nurturing pipelines.

A solid sales pipeline requires a powerful nurturing for a lead pipeline.‚  Happy hunting, and happy nurturing!


Ed Trachier can be reached at 469-200-4901, or via email at

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