B2B sales cycles can be lengthy, which is just one reason why lead nurturing is key to almost all B2B companies. Dan McDade of PointClear, Chad Burmeister of ConnectAndSell, and Lori Richardson of ScoreMoreSales were the speakers on this panel.
Dan started the discussion by sharing this framework:
Why nurture? Dan shared several statistics:
Companies that excel at lead nurturing generate 50% more sales at 33% lower cost according to Forrester Research.
Nurtured leads make 47% larger purchases than non-nurtured leads according to CSO Insights.
47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads or they don’t even know this metric according to Forrester.
What are some sources to look to nurture?
Reheats from sales execs
Tier two prospects from sales
Progressively profiled inbound responses
Land and expand opportunities
Dan shared his “Seven Habits of Highly Effective Nurturers”:
Build a quality database
Track, report and compare
Stay in touch
Ask for the business
Learn from your mistakes
Chad shared his “6 Pillars for the Perfect Pitch”. Rate the effectiveness of each to determine where work needs to be done: