Guru Brian Carroll on Lead Nurturing
Brian Carroll is a recognized expert in lead generation and author of the popular book, Lead Generation for the Complex Sale.
Brian had the following to say on his blog
Effective lead generation is more often than not acknowledged to be the biggest single issue for contemporary business-to-business marketers today. It has also been pointed out, however, that up-to 80% of marketing expenditures on lead generation and collateral go to waste for lack of commitment and discipline, ending up in the scrap heap because the sales department doesn’t know what to do with them.
The secret to successful lead generation, and in turn marketing, in the business-to-business space today is process. This process, that converts more inquiries into qualified leads and qualified leads into sales, is called lead nurturing.
Lead nurturing is all about having consistent and meaningful dialog with viable prospects regardless of their timing to buy. It’s about building trusted relationships with the right people. In the end, it’s the act of maintaining mind share and building solid relationships with economic buyers. It’s not a sales person calling up every few months to find out if a prospect is “ready to buy yet.”
“How you sell me is how you will serve me."
Most economic buyers subscribe to the notion that how you sell me indicates how you will serve me. A recent study of business-to-business buyers shows that sales people who become trusted advisors and understand the needs of economic buyers are 69% more likely to come away with a sale.
The complex sale requires that:
- Your prospect must be familiar with you and your company and with what you and your company do.
- Your prospect must perceive you and your company to be expert in your field.
- Your prospect must believe that you and your company understand his or her specific issues and can solve them.
- Your prospect likes you and your company enough to want to work with you.
Trust therefore becomes the theme for a new type of marketing.
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