Is lead nature — who the prospect is — that matters in B2B marketing?

Or what I do to keep in touch and build a relationship — lead nurture — that predicts lead value and conversion to sales opportunity?

Well, it’s both.

Most companies fail to define lead Nature in any but the most basic terms, rendering their efforts at connection stilted at best. Without an ability to carry on an intelligent conversation with your prospects through the various media of your outreach, it doesn’t matter how often you call on them. Your buyers will avoid, reject, and resent your intrusion if you talk at them like you don’t know (or listen to) them.

Many of us also do a perfunctory job (at best) in reaching out to these leads — lead nurture. And with nurture, compelling value helps but even simple consistency (just showing up) makes a notable difference.

This means more homework for marketing projects and plans upfront. And more detailed follow through.

Related posts:

1. The one big problem that kills lead scoring programs
2. Relationships vs. Markets: 5 differences between sales and marketing
3. Social media = a hybrid venue for B2B marketing.
4. To know us is to love us – right?
5. 3 differences between social media & F2F relationships:

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