Buyers are firmly in control.
With buyers in control, it means it is more important than ever that you to earn their trust. Trust is earned with patient, consistent, bite-sized content delivered over time. The term for this process is Lead Nurturing.
Salespeople suck at patient sharing of content. As one Chief Marketing Officer so eloquently stated:
Marketing looks for Mr. Right. Sales looks for Mr. Right Now.
Looking for Mr. Right Now means that sales is unqualified to build trust over the long term. This is why your Marketing team needs to step up, develop great content, and nurture leads using marketing automation. Having expensive salespeople “cold-call” is a waste of company assets.
If you want to learn B2B demand generation, download the highly acclaimed white paper, How to Find New Customers.
