B2B sales cycles can be long. To make it worse, in more cases than not we see sales and marketing teams that aren't fully aligned around their roles and responsibilities. The lack of alignment means that sales cycles only get longer and funnel starts to leak. While Lead Nurturing isn't a universal panacea, it should play a core part of your sales and marketing strategy and ensure that your team is aligned and understands the role they play in acquiring new customers.

More generally the idea behind Lead nurturing is that you’re developing a healthy working relationship with potential prospects, turning them into long-term business partners. Most businesses can simply look on the internet or speak with industry contacts in order to discover other companies that they can work with, so there’s a limited chance that you will be found organically without a B2B lead nurturing strategy.

So in this article, we’re going to unpack the details of lead nurturing, how it affects your business and also describe a couple of Lead Nurturing Strategies to help you improve your sales this year.