Qualitative leads are of course very important for sales teams within organizations. Generating those leads is therefore the first phase of the sales ‘funnel’. But leadnurturing is also very important in many cases when it comes to converting leads into actual sales. With leadnurturing ‘you follow’ the customer, provide him with relevant information and content, just as long as he is ready for the next step in the buying process.
Often, Multi Channel campaigns (combination of on- and offline) are the solution to generate and nurture high quality leads. The first contact is the start of the relationship with your upcoming customer. Then you build the relationship further through the Customer Journey.
You can use online (content) marketing to generate leads that are followed- and qualified by a conversation over the phone. You can start Social Selling via LinkedIn. Or stay in touch with your relationships and provide them with information that is targeted: Marketing automation, lead qualification in combination with personal contact.