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Lead Nurturing Is About The Relationship Not The Sale

By Brian Carroll

To be successful at lead nurturing marketers can't rely on one specific channel but rather they need to leverage a multi-modal portfolio of channels especially when you have a complex sale.

Why? The goal of lead nurturing is to maintain a relevant and consistent dialog with viable future customers - regardless of their timing to buy. In short, it's about relationships.

To help illustrate, I created a mind map of what multi-modal lead nurturing looks like (click image to enlarge).


Are there any lead nurturing channels/modalities that I'm missing?

Download Multi-Modal_Lead_Nurturing

If you keep the idea about that nurturing is about building relationships top of mind, the way you nurture leads will naturally go beyond a single channel like e-mail. You'll start thinking about how you and your sales people can be a relevant resource. When you do that, you don't have to sell to people. They will come to you first when they are ready.


About the Author:
Brian Carroll is the CEO of InTouch Inc. InTouch is a 50-person company focused on delivering effective lead generation solutions for "the complex sale." Brian authors the very interesting B2B Lead Generation Blog which focuses on B2B lead generation, sales leads, and marketing for the complex sale.
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