Here’s an interesting post by Mike Damphousse of Green Leads that I found through Funnelholic (thanks Craig) on how lead nurturing impacts the effectiveness of calling campaigns designed to secure qualified sales appointments. The conclusion, not surprisingly: that prospects who have been nurtured over time are much more likely (by a factor of 15 percent, according to this case study) to be both a) qualified, and b) receptive to a sales meeting.
More broadly, these results underline a lead generation philosophy that we have preached for the better part of a decade: that going for the quick sale – i.e. focusing your demand generation campaigns on identifying only highly qualified, “ready to meet with us” prospects, is not only inefficient, but can be a colossal waste of marketing dollars. Read More »
Howard J. Sewell is president and founder of 
