Nurturing leads tends to be an overlooked aspect of B2B marketing despite its effectiveness and relatively inexpensive implementation. Especially with long sales cycles and complex products, marketers and sales teams need to remain patient and persistent with those that are not quite ready to buy. Growing your business requires maintaining a healthy funnel of leads. Here we break down some of the key channels to use for nurturing leads and the different types of campaigns you can run.
The eternal struggle of sales and marketing alignment comes down to the volume and quality of the leads being generated. Creating a higher quality lead can only be achieved when sales and marketing teams collaborate to establish clear buyer personas and lead definitions. Once that has been accomplished, you can dive into the tactical side of lead generation. Here we outline how marketers can produce a higher quality lead.