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
  • Five Benefits of AI in Digital Marketing

    Artificial Intelligence is already transforming the digital marketing industry in the post-pandemic world. In fact, AI technologies can help businesses optimize and speed up their various marketing tasks, improve customer experiences and drive conversions. However, B2B marketing support companies are still scaling their use of AI technologies to align with their sales and marketing strategies.

    June 9, 2022
  • How Back-Office Support Can Impact Your Marketing Campaigns

    While back-office support is composed of a variety of behind-the-scenes roles that do not directly interact with the customer or a prospect, data has proven that the back office is responsible for 60% of the customer experience. Therefore, businesses that have a significant gap between their front and back offices could be at risk of

    May 31, 2022
  • Five Characteristics of An Efficient B2B Marketing Agency

    When you’re looking for an efficient B2B marketing support agency, you don’t want to settle for just anyone. Choosing your marketing agency plays an important role in today’s changing world. You’ll want a firm that comprehends your business model and can clearly classify the right target audience for your brand. You’ll also want a B2B

    May 27, 2022
  • The Elements of a B2B Social Media Marketing Strategy

    Social media plays an imperative role in our daily lives. It connects us to the world. In the B2B world, consumer adoption of mobile technology has opened the doors for companies to reach buyers wherever and whenever they’re connected. In fact, an optimized B2B social media strategy is a straightforward approach to showcase messaging and

    May 26, 2022
  • Five SEO Techniques for IT and Technology Companies

    Search Engine Optimization (SEO) for IT and technology companies can be tough. Why? A significant portion of these companies’ target audiences doesn’t consume or search for content as many others do. Most of these audiences consist of professionals who seek technical content.

    April 27, 2022

How can we help you?

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