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Mike Lieberman, CEO and Chief Revenue ScientistFri, Feb 7, 2014 5 min read

Why Sales (Not Marketing) Is In Charge Of Nurturing Dormant Leads

Today's post is courtesy of John Fakatselis, COO at Accent Technologies. His firm offers powerful sales and marketing solutions that help you engage buying teams, differentiate from competitors and win more deals.

Sleeping Business Guy resized 600Before we get into it, let's have a basic understanding of what it means to be dormant.

The definition of dormant, an adjective, is an animal having normal physical functions suspended or slowed down for a period of time; in or as if in a deep sleep. A plant or bud, alive, but not actively growing. A volcano temporarily inactive. A disease causing no symptoms, but not cured and liable to recur.

Since we are having a business conversation and not a biology lesson, let’s add another category to the dictionary’s “dormant” definition: a lead, not ready to buy right now, but very likely to buy at some point in the near future.

Countless marketing/sales research firms, publications and thought leaders in the B2B industry, including Eloqua, RainToday.com and SiriusDecisions, report how important it is to your marketing ROI and sales enablement to follow up with your dormant leads.

75% of the leads that don’t show solidified buying interest at the present time will go on to buy related services within the next 24 months.

What does this mean? It means that these leads may be dormant now, but they have full potential for resuscitation into primed leads (and, ultimately, satisfied buyers) when the time is right.

Okay, so following up with your dormant leads: check. But wait, who’s in charge of this dormant lead nurturing?

We’ll give you a hint: It’s not marketing.

Put your sales team on “dormant duty.”

It may seem counterintuitive for sales to involve themselves with less-than-ready leads. Dormant leads are called “dormant” for a reason, right? A salesperson’s time is best spent on primed leads, right? Wrong.

If your sales team isn’t following up on dormant leads, you’re missing out on huge opportunities. We’re talking about the potential to double your year-to-year revenue with strategic lead nurturing.

Why not marketing?

Would you go back to a general physician after you’ve already met with a specialist? Your sales reps are the specialists when it comes to your leads. They know them best as people, not just as potential buyers. This close relationship gives them the upper hand in converting dormant leads into primed leads, because they’re able to target and segment their messaging and offers on a hyper-personalized, highly effective level.

But don’t think lead nurturing is a one-person job. How does your sales team come up with content to guide leads along the buying process? They work with marketing.

Sales and marketing have to help each other out.

Sales and marketing teams must work together to develop strong value positioning and strategies to stimulate engaging conversations.

  • Marketing must create content that supports the entire buying process. They shouldn’t simply stop after they’ve warmed up some leads for sales.
  • It’s not just the marketing department that gets in the content game. Sales, too, must consistently leverage highly tailored content campaigns during the sales process to keep those leads warmed up.
  • Marketing must have visibility into all content that’s sent out to leads, allowing them to assess campaign successes and tweak content as needed.
  • Sales must be diligent about customized lead nurturing campaigns that revitalize those dormant leads.

In conclusion: Don’t close the door on the dormant.

If these leads are still receiving and accessing your content (sales and marketing content that’s personalized to answer buyers’ pain points and strategized to coincide with their stage in the decision-making process), you have a chance to revive those dormant leads into primed leads.

And not only that: You keep them warmed up to your company instead of running into the arms of your competitors when they’re ready to make that purchase decision.

If you want to survive in this cutthroat B2B market, you can’t sweep dormant leads under the rug. Click here to learn more about how powerful sales enablement solutions help your company close more deals, close bigger deals and close these deals faster.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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