Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “B2B Lead Generation without Lead Nurturing is Doomed to Fail.”
Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Let’s switch gears for a moment and think of it from a sales point of view.
What does lead nurturing do for sales?
IMO, the two key contributions of lead nurturing to sales are:
- Realigns the timing of buyers and sellers
- Builds trusting relationships with permission