A slight detour for today’s post. Let’s pay a brief visit to the land of B2C retail fitness, to see if any insights apply to B2B sales and marketing. This post will be the first in a three-part series. One regular “client” of my consulting practice is the Pilates and personal training business my wife Heather and I have owned for the past 3.5 years. [read more...]
I’ve always had the idea that the “Lord of the Leads” concept was about mastery of a process; specifically the process of generating and managing “the leads.” But successful practictioners of marketing and sales arts understand that real mastery depends on integrating an incredibly diverse range of expertise — strategy, financial, product, creative, technical, analytical, operational — into a compelling buying experience for customers. A marketing leader, in particular, must be highly skilled at eliciting and synthesizing high-value contributions from experts in all of these areas.
If you plan to nurture leads at any kind of scale, you will at some point implement (if you haven’t already) a marketing automation solution or service. Once you do that, you will have a very powerful weapon in your hand. And even a skilled user of these platforms can do unintended harm if not guided by principles of an ideal customer experience, informed by a solid understanding of your nurture leads.
There are several ways lead nurturing can drive performance gains in your sales and marketing function. I’ll provide a few examples below as oversimplified and linear “cause -> effect” cases, with the obvious caveat that, in practice, there’s a fair amount of interplay between these causes and effects.
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