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

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Identifying the Hottest Leads and Opportunities with Lead Scoring

While a good conversation is always gratifying, the point of lead nurturing is not simply to have meaningful conversations with your prospects. This process is aimed to tee up revenue, guide prospects through their self-directed research and evaluation cycles, and keep them warm until their budget and need and timing are right for a sales cycle to start.

However, lead nurturing is not about automated selling. While it’s true that in some businesses the end point of effective lead nurturing is a self-service store purchase or an e-commerce transaction, for many others the sales art is required to convert buyer interest into booked revenue.

An issue immediately arises as companies master content-driven inbound marketing for lead acquisition. If your content is good and your marketing techniques are effective, a lot of people will take the bait. They’ll give you their names and contact information in exchange for your content, and thus enter into your lead nurturing process. In some cases, the number of people entering into the early stage of lead nurturing can be 10 or even a hundred times as large as the number of actual buyers in that group. Moreover, among those people who will buy someday, there are a few who will move very quickly; others will take much longer. Finally, some will be engaged in active buying; they’ve already made a personal or corporate decision to buy and they’re just choosing among vendors or ...

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