Great article on Marketing Profs about lead nurturing — Lead Nurturing: Ripening the Right Bananas, by Brian Carroll. Carroll discusses an approach to leads that I have long advocated: Suspects and prospects must be nurtured in marketing until they are ready for a sales person to close them. I truly believe every company should take this approach, from day one if possible, and having a cooperating sales and marketing team is what makes it really work.
The other two things that really make lead nurturing hum are Lead Ratings and Metrics. More on that next week.