Busting the Myths of B2B Lead Nurturing

Busting the Myths of B2B Lead Nurturing

“The great enemy of the truth is very often not the lie, deliberate, contrived and dishonest, but the myth, persistent, persuasive and unrealistic.” – John F. Kennedy

Lead nurturing works and every company has a unique approach towards it. However, there are several myths associated with lead management and nurturing that you need to put behind you. Let’s take a look at six such B2B lead nurturing myths and expose them using statistical proofs.

1. Each lead is a good lead

A lead is not a lead until it is qualified. According to Marketing Sherpa’s research, 79% of leads provided by marketing departments never convert into sales. Therefore considering each lead as a quality lead can create a lot of chaos in your sales funnel.

2. Give priority to only sales-ready leads

These stats by Marketing Sherpa suggest that only 21% of your marketing leads are sales-ready. But you simply can’t overlook the remaining 79%. Based on the lead score you should develop a lead management process to pursue all leads. Some leads need immediate aggressive response while others take longer to mature.

 

3. Why bother? Sales team can do the lead management and qualification

It’s true that your sales team can better evaluate your leads, probably even better than your automation software. But we can’t ignore the fact that lead management and nurturing are  extremely time consuming. Marketing and Sales should team up to better optimize the lead management process.

4. B2B Lead nurturing is an extravagance

According to Forrester Research via HubSpot, proficiency in lead nurturing results in a 50% increase in sales-ready leads, along with a 33% reduction in its cost. Hence B2B lead nurturing is a must and not a luxury.

5. Marketing Automation Solutions = Lead Management = Lead Nurturing

If you are among those companies who think marketing automation software will automatically fix your lead management process, then probably you need to research harder. Lead management is a business process that can be empowered by better technology (automation software). Setting a robust lead management process is most important. Also, lead nurturing is not equal to lead management. Lead management is a very broad term (comprises of varied components) and lead scoring and nurturing are subsets of it.

6. Every lead can be nurtured the same way

Not all your leads are at the same phase of the buying cycle. Also your leads fall into different categories by personas, geography, industry etc. You simply can’t use the same messaging or content to nurture your lead.

 

Conclusion: In this B2B competitive market we just can’t afford to abandon leads just because they are not sales-ready. Every lead is unique and so should be the approach. Aligning the lead management process and nurturing such leads will help companies better engage with their prospects.

Download Whitepaper
Recent Blogs
  • Top Benefits of Marketing Automation Services

    Marketing automation services refers to adopting different tools and technologies that streamline marketing efforts, increase efficiency, and track the results with advanced reporting capabilities.   Marketing automation tools are designed to automate marketing strategies such as email marketing, paid campaigns, social media campaigns, and content marketing. It makes the process more efficient, eliminates human intervention,

    August 9, 2023
  • All You Need to Know About Appointment Setting Services

    What is appointment setting?   Appointment Setting is integral to the business development process for every company. It connects the business with its clients by scheduling meetings between the sales personnel and prospects to convert them into customers. Appointment setting lead generation involves creating a prospect list and verified databases, starting a dialog with prospects,

    July 27, 2023
  • The Ultimate Cheat Sheet to the Lead Nurturing Process in 2023

    What is Lead Nurturing?   Lead Nurturing is a step-by-step process that builds and strengthens relationships by engaging content with prospects and eventually persuading them to buy from the business. The business provides the prospects with appropriate information based on the stage in their customer journey and attracts them to associate with the brand. The

    July 11, 2023
  • What is White Paper Syndication? How Does it Help Generate Leads?

    White Paper Syndication is an inseparable part of a B2B Lead Generation Strategy. It refers to publishing or distributing White Papers on different platforms, including third-party websites. The idea behind White Paper syndication is to reach out to a broader audience via mediums that have a greater reach.  Businesses can maximize their reach by syndicating

    June 15, 2023
  • Top Reasons to Outsource Customer Support Services

    Customer support services refer to the assistance businesses provide their customers and prospects during the different stages of the customer journey. The services enable enterprises to address customers’ issues promptly and deliver an enhanced customer experience. Customers and prospective buyers have different questions. They might need information about a product or want to know about

    June 8, 2023

How can we help you?

We love questions and feedback – and we’re always happy to help! Please click below to contact us.