Demand Generation Machine

• B2B Sales Lead Nurturing: How To Make Your Customers Find You neil 18 July

An interesting observation in a recent post by Ardath Albee on the “Selling To Big Companies Blog” caught my attention when she said “The bigger concern these days is being found at that opportune moment“. I couldn’t agree more.

We just returned a call to a customer who has contacted us since they have a requirement we might be able to help them with although the first time we got in touch with her company was well over 3 months ago when they didn’t have this requirement and were not ready to buy. Whats important to us is that when they did have a requirement, we were up there on their radar. You have to agree that no matter how many features or how extensive your product or service is, no one is going to buy it till they are are ready to buy and have a clear requirement. How do you know when a prospect is ready to buy and know that opportune moment? Well you can’t always know for sure but thats why lead nurturing is so important.

Ardath also says “If you want to pass muster during your buyers’ qualification process, your marketing communications and website content need to help them explore, analyze and understand the options available for solving the problems they have.” Similarly when it comes to tele-prospecting your message should coincide with this pain point and focus around creating awareness on how you maybe able to help solve this if and when your prospect does come across this problem. Once they are aware of your offering its a matter of keeping in touch from time to time, directing them to your communications and website through nurturing and they will find you at that opportune moment when they are seeking a resolution to the problem that you can help them with.

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