“79% of marketing leads never convert into sales,” per a study by MarketingSherpa.

Less than a quarter of your hard-earned leads actually create sales opportunities.

MarketingShaerpa also stated, “61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.”

Hmm, do you think that frustrates the sales team? So, what is your company doing with roughly 75% of those marketing leads that aren’t yet qualified?

Are you ignoring them?

Are you letting them decay in your CRM or worse, in your inbox?

Hopefully, you’re nurturing those leads until they qualify!

Assuming you’ve done the work to target the right buyers, we’ll assume an “unqualified” lead is simply one not yet ready to talk with a salesperson. A vast majority of visitors to your website will fall into this camp. Nurturing is a way to remain engaged with your buyers while they journey (at their pace) through their buying process.

And get this, DemandGen Report found, “Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.” And sales leaders – CSO Insights found, “Companies that excel at lead nurturing have 9% more sales reps making quota.”

It’s time to start nurturing.