B2B sales cycles can be long. To make it worse, in more cases than not we see sales and marketing teams that aren’t fully aligned around their roles and responsibilities. The lack of alignment means that sales cycles only get longer, causing the funnel to leak otherwise interested leads.. Lead nurturing is the process of growing a relationship with your B2B clients. Lead nurturing develops a healthy working relationship with potential prospects, turning them into long-term business partners. Without lead nurturing, your business could hemorrhage potential customers due to, simply put, losing their attention. Lead nurturing builds trust with buyers, increasing their propensity to buy, while shortening the overall sales lifecycle.

In the contemporary B2B world, automated lead nurturing can deliver exceptional results for the resources invested. High-quality leads don’t appear out of nowhere, and once you do find them, you must be prepared to give them what they need to justify building a relationship. Lead nurturing is a systematic plan to incentivize the buyer to continue the relationship until they have enough information to make a purchasing decision. Giving the sales team the necessary time to do what they do best, close the deal.