Lead Nurturing Best Practices and Resources

By special guest Brian Carroll of InTouch

Brian Carroll is the author of the popular book “Lead Generation for the Complex Sale” and CEO of InTouch, Inc.

Introduction to Lead Nurturing

Lead nurturing focuses on engaging the prospects in conversation through providing them relevant information: Information they’re eager to consume because they understand fully what’s in it for them if they do.

Why is this critical? More than 90 percent of your marketplace does not immediately recognize they have a need for what you sell. But they will in the future. Furthermore, sales cycles have never been longer. Lead nurturing bridges the expanding gap between showing interest in your product and closing the deal. Remember the sales bromide, “Always be closing”? Today, that should be “Always be sharing” and that’s what lead-nurturing optimally positions you to do.

Remember, 78 percent of business goes to the company that responds first when the prospect is ready to buy, not the one with the lowest price or best product. Lead nurturing positions you to be the first to know when they’re ready to move forward.