“Lead nurturing requires lead scoring”

Relying on scores at the outset is NOT the best choiceMonitor behaviors directly - Get some experience

with raw data before creating your first scoring algorithm

1

Nothing could be further from the

truth

“The sales organization doesn’t have a role in lead nurturing”

Sales folks know how to establish and

maintain relationships and they already have

an instinctive sense for the nurturing process -

They can offer

valuable guidance.

2

Certainly NOT

“Nurturing ends when a lead moves to the CRM system”

Although “hot” leads need prompt action to close a sale, more often than not the nurturing continues in the sales organization.

3

The environment changes constantly - Monitor your tracks constantly and optimize as required.

“A successful nurturing track never needs to be changed”

Don’t bet on it

4

Not true!

“Startups or small business don’t need lead nurturing”

Nurturing is the best way to scale when you have

fewer resources. Company size is

irrelevant.

5

“Lead nurturing requires no human intervention because it’s automated”

Nope!

Automation enables huge productivity gains, but optimizing nurturing

tracks is a manual process and requires

human judgment.

6

“Nurturing leads doesn’t cost anything”

Although marginal costs are low, there are fixed overhead costs associated

with any marketing track as well as optimizing learnings for future use.

Completely untrue

7

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