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Improving marketing performance is not just about implementing the right technology (i.e. marketing automation, lead scoring etc.); it’s also about creating a strategic process to involve people in the process of lead nurturing and qualification.

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To help you start the New Year, I’d like to wrap up my Lead Generation Checklist Series with the secret to successful lead generation – and, for that matter, marketing in today’s B2B space: lead nurturing. 

At it’s core, B2B lead generation is about building relationships. In today’s commoditized business climate, the one thing that sets apart companies with a complex sale is how well they build and nurture long-term leads.

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To be successful at lead nurturing marketers can’t rely on one specific channel but rather they need to leverage a multi-modal portfolio of channels especially when you have a complex sale. 

Why? The goal of lead nurturing is to maintain a relevant and consistent dialog with viable future customers – regardless of their timing to buy. In short, it’s about relationships.

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While chatting with a client recently, she told me that she had just met with her third new boss this year to explain the company’s new lead nurturing process. The problem was that her boss felt their current integrated marketing campaigns qualified as lead nurturing. We discussed the challenges of communicating what IS and ISN’T lead nurturing.

A lot of marketers say they are “nurturing” their prospects when in reality all they are doing is sending out nice brochures or marketing copy focused on product releases or company announcements.

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Ask most executives and marketers what sales people need to sell in this economy and they will say, “more leads.” So their lead generation focuses on getting MORE leads to their sales team but I’ve found that sales people really don’t want more leads.

Actually, what they want is more effective selling time with BETTER “sales ready” leads that will convert into pipeline opportunities.

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