It was interesting to see in a recent case study in Marketing Sherpa how one company reve
rsed the roles of lead nurturing and sales.
Typically in the B2B sales cycle, leads are nurtured before handing off to the sales team. At Managed Maintenance, Inc. (MMI), a provider of professional management services for technology assets for mid- and large-sized companies, once a lead hits the 40 point scoring threshold they are first turned over to sales. The sales team then has 60 days to turn the prospect into “sales stage two.”
If that doesn’t succeed, then the lead is entered into their lead nurturing process which consists of content marketing focused on thought leadership.
The “role reversal” strategy resulted in 75% more leads.
http://www.marketingsherpa.com/article/case-study/revamped-marketing-automation-crm-technology
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