The relationship between Sales and Marketing teams can be complicated when it comes to lead nurture. Lead nurturing is the process of turning leads into sales, and is a role of the marketing department. Forrester research suggests that only 1% of B2B leads become customers, which is why nurturing leads is so important. Behavioral progressive profiling is a great way to accurately track sales intent behavior, and marketing automation can be used to deliver bottom-of-the-funnel content.
Both Sales and Marketing have the same goal of driving revenue, but their roles are different. The sales team's role is to present the offer and close the sale, while successful lead nurturing is a vital role of the marketing department. Businesses that use marketing automation to nurture leads have seen an increase in qualified leads of up to 451%.
It's essential for Sales and Marketing to work together in order to drive revenue. Marketing needs to provide leads with bottom-of-the-funnel content to address objections, and Sales needs to build trust with buyers and provide insights that only they can. To ensure successful lead nurturing, marketers should be implementing marketing automation and Sales motivational sequences.
Why It's Not Your Sales Team's Job to Nurture Leads
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The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to face reality.
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When potential customers see and interact with your brand multiple times, they become more likely to become interested in what you're offering. And when sales and marketing teams work together to make multitouch lead gen even more effective, the inevitable result is a boost in conversions.
Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.