Archive for the Lead nurturing Category

All the talk of lead nurturing is pretty exciting. Who doesn’t want to increase their sales by recycling leads that aren’t qualified right now? There is just one big hitch—you can’t nurture people you don’t know.

With the talk lately on grading leads and/or prospects, the academic in me wonders something. Does lead grading lead to grade inflation? That is, do grades tend to creep upwards in response to outside pressures?

I sympathize with Jon Miller, who wrote about Lead Nurturing: Escaping the Nightmare. In a complex b2b marketing environment, you can easily end up with dozens or hundreds of qualified, not-ready-to-buy leads. You’re then supposed to nurture these leads with relevant, timely contacts. But, how can this be managed?