Lead Nurturing
In many organizations, the prospect pipeline and the sales pipeline are one and the same. Salespeople are expected to cold call, prospect and qualify accounts, thus creating business opportunities. However, in companies with lengthy sales cycles, there are significant advantages for Marketing to cultivate leads in a prospect pipeline, prior to sending them to Sales.  Using your sales force to prospect cold leads is costly, difficult to manage and a poor use of their time. Marketing activities that generate and then cultivate leads in a prospect pipeline help maximize sales force productivity.

Another phenomenon known as "leakage" refers to prospects that are not ready to make a purchase, but who are passed to Sales anyway and then dumped.  While still valuable opportunities, a salesperson will often discard the bulk of these prospects, thus wasting marketing program dollars.  Ideally, Sales should have the ability to send these high-value opportunities back to Marketing for cultivation until the prospect is ready to engage in their natural buying cycle. 

Rubicon Lead Nurturing solutions provides your organization with the ability to nurture prospects in a one-to-one relationship, engaging them with multiple touches - e-mail, eMarketing, direct mail, tele-prospecting, seminars, events - until they mature into qualified business opportunities. 


We help clients:

  • Manage the sources, quality and quantity of their leads
  • Maintain a clean marketing database for campaigns
  • Execute on the best combination of marketing activities to cultivate leads
  • Hand opportunities to Sales based on predetermined scoring criteria
  • Receive timely feedback from Sales on the quality of Marketing's leads
  • Compliment their existing SFA and CRM deployments
  • Bridge the chasm between Marketing and Sales

To learn how a Lead Nurturing solution, combined with robust Lead Generation and Lead Management solutions can contribute to your organization's top line growth please contact us.