9. Lead Nurturing

In B-to-B marketing, the so-called Rule of 45 dictates that almost half of all business inquiries—45 percent—eventually result in a sale. That should spread a smile across a marketer’s face, but the kicker is that in B-to-B, “eventually” can mean many months, or even as long as several years. Savvy marketers know that if they neglect prospective customers during this long buying cycle, competitors can and will swoop in and woo them away. From the earliest point in the cycle, smart marketers move the relationship forward, building trust and awareness with a series of synchronized communications known as lead nurturing.

Lead nurturing is also sometimes called lead cultivation, lead development, or lead incubation. It’s about continuing ...

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