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Here is a paragraph from the Aberdeen Group press release

for their recent research study, “Lead Nurturing: The Secret to Successful Lead Generation buy cialis “:

“Successful organizations cannot afford to spend money generating qualified leads that slip through the pipeline when they do not result in immediate opportunities,” said Michiels. “Lead nurturing is a powerful example of how every organization can maximize lead generation efforts.” The top business pressures causing organizations to focus resources on lead nurturing initiatives are the need to increase top-line revenue (56%) and the need to improve sales productivity (60%). “The goal of lead nurturing is to solidify your company as a trusted advisor and a source of thought leadership for your prospects and customers,” says Michiels. “By doing so, you will ensure your company’s products and services are top of mind when prospects or customers are ready to spend. Successful companies will embrace lead nurturing techniques, especially during economic downturns. Laggard organizations will continue to look for excuses for why lead nurturing is too difficult. These organizations will choke on the dust of their competitors when the economy begins to grow again and spending starts to increase.”

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The importance of being able to run lead nurturing programs has been quite clear for some time now and marketers looking to build a sustainable lead generation machine which churns out qualified and actionable leads have lead nurturing and marketing automation a the top of their lists. It’s also widely predicted by fellow marters that lead nurturing will be one of the key areas to see development and wider adoption in 2009. However, among those who have stood back from exploring a nurturing solution, there is a perception that implementing a lead nurturing program would involve a sizable investment or cost which is somethiing that just can not be considered when budgets should be focussed on generating new leads and opportunities.

Now perhaps its a matter of perception but investing only

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in new lead generation can create waste. Lead that are generated from campaigns and various other marketing investments that do not convert to sales immediately fall through the cracks and end up sitting in a database forgotten. Remember, there was a cost to generate each one of those leads and by not converting those to revenue, they simply build up cost as more money is poured into generating new leads. Lead nurturing programs ensure your leads are still being tapped and are still working for you even when there is no immediate conversion into sales which really makes you realize the potential of your lead spend and prevent waste. With a host of lead nurturing applications available with flexible pricing models, it need not be as expensive and investment as it may have seemed earlier and in the long term, think of it as increasing the efficiency of your lead program and not just as adding cost.