B2B marketers: Please don’t believe everything you read.
One of the questions was "How can b2b marketers improve their lead-nurturing efforts?"
Brian’s answer was, "B2b companies are way too obsessed with the middle of their funnels—[i.e.,] what do I do once I get a lead?—and not nearly interested enough in how the heck do I get more leads in the first place. They spend 90% of their time [in the middle of the funnel], then squeeze the value from their lists. What they should do is flip that and spend 90% of their time really opening the top of their funnel and getting more leads into the funnel."
In my opinion Brian couldn’t be more wrong.
What he is suggesting as a strategy is what B-to-B marketers used to use in the last century. It didn’t work then and it doesn’t work now.
Yes, generating interested prospects is important. But building sales-winning relationships with prospects as they move from inquiry to consideration to purchase by nurturing those leads generates up to 300% more qualified, sales-ready leads and proportionately more sales as a result.
In other words, shifting some of your marketing investments from lead generation to lead nurturing generates a higher ROI for B-to-B marketers every time.
Care to weight in on the subject?
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