Reasons Why Lead Nurturing Might Not Be For Everyone
Following up from my post earlier this week, Implementing Lead Nurturing – A Practitioner’s Perspective, we are on to the next Q&A with Andy Ellicott, a B2B marketing expert for several early-stage B2B software companies including Vertica, VoltDB, and Nexaweb. Since lead nurturing is a topic bouncing around the halls of many SMBs, we asked Andy:
Is lead nurturing for everyone?
Ellicott: “To varying degrees, yes. I think that the higher your leads-to-salesperson ratio is, the more value lead nurturing provides. As I mentioned before, I’ve seen lead nurturing enable salespeople to process hundreds of new leads per month. It’s also really useful finding new qualified opportunities that are always popping up within a marketing database containing 1,000’s or 10,000’s of leads.
But I have also worked with companies that sell expensive technology into really niche markets with maybe dozens of potential customers (e.g., specialized financial e-trading customer service software). They have a slow new lead flow, which sales can easily process. Sales teams appreciate the stay-in-touch nurturing, but get zero-to-no benefit from new lead nurturing.”