Waiting for that lead to ripen

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leadgeneration_small.jpgADOTAS — Lead quality may be the result of either the original state of the lead or of a nurturing process to determine if and when the lead is sales-ready.

According to Marketing Sherpa, the latter case “a nurturing process” also addresses the second most significant challenge shown in the chart below: marketing to a lengthening sales cycle. A strategic nurturing process not only identifies when a lead is sales-ready, but can pinpoint at what stage the prospect is in the lengthy buying cycle for forecasting timely opportunities.

When the quality of a lead is dependent on its original state, this usually means that all but the most obviously disqualified leads are simply handed off to the sales force as they are generated. This practice is still very common in B2B marketing, according to Marketing Sherpa.

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