By Payal Parikh, Director of Client Engagement at Heinz Marketing
Would you marry someone on your first date? I’m guessing that 99% of you would say NO. Then why would you expect your prospect to make a purchasing decision at the first interaction? Most of your leads are not purchase-ready when they first raise their hand. In B2B marketing, it requires multiple touches (at least 7) for a prospect to convert. Does that mean you’d send them ‘Marry me’ or ‘Buy Me’ messages at least 7 times? No. They would run away at lightning speed and ghost you, block you, and unsubscribe.
So how do you approach your prospect who just showed that interest or who fits your typical buyer profile?
You nurture them.
What is lead nurturing and why is it important?
Lead nurturing is a process of engaging your prospects with your brand by providing them content that is appropriate at…