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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Chapter 17

The Art and Science of Nurturing and Scoring Leads

The more successful that you are at casting a wide net with a seed nurturing process—that is, using web tools, quality content, and inbound marketing to meet prospective buyers—the more likely you are to capture names and begin marketing relationships with people at increasingly earlier stages in their buying process. At the same time, however, self-directed and empowered buyers want to conduct the process on their own terms. So they resist engaging with sales until they’re largely done with their research. In some cases, buyers can be as much as 80 percent of the way to making up their minds by the time they’re willing to talk with a salesperson.

This has led to a massive gap between the time when the name of an early stage buyer is captured by a vendor, and the time when that buyer can be considered a true sales lead. In fact, according to a survey by revenue resource site RainToday, fewer than 25 percent of the new buyer names that vendors capture are actually ready to engage with sales when they first enter a marketing database. Of course, some of the others will never qualify, but as many as 70 percent of the total will eventually buy a product from you—or from your competitors.

Successful inbound marketing will capture more names, especially more early-stage names. However, it’ll also gather people who don’t want to talk to your sales team. This has all the ingredients for turning a genuine success into a real ...

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