Do you remember the 1990s relationship advice book, Men Are from Mars, Women Are from Venus? Even if you don’t, the title basically sums up the premise: both genders have unique needs and behaviors. The book was written to provide advice for improving relationships by helping each to better understand the other’s perspective.

A similar view can be applied to the business-to-business roles of marketing and sales. Too often, they view the business from different perspectives based on their typical areas of focus, instead of looking at their collective responsibility for achieving revenue objectives. By understanding how each side can assist the other to find, progress and close deals, they can combine their respective strengths to achieve more than on their own.

Lead nurturing is a great example of how marketing and sales, working together, can realize superior results. Research statistics show that well-run lead nurturing practices result in more sales qualified leads (+50%, Forrester Research), more sales opportunities (+20%, DemandGen Report), and better sales quota achievement (+9.3%, CSO Insights).

This is great news, but what exactly makes “well-run lead nurturing”? For one thing, it must have input from both marketing and sales in terms of who to target (e.g., industries, decision-maker roles), which marketing tactics/assets to use, and how both sides can interact with leads as they progress through the sales funnel.

Another essential requirement for running these types of targeted nurture tracks is having the right data on prospective and current customers. Having accurate, reliable and complete business details – at both an individual and account level – allows defined buyer criteria to be validated, as well as assessed for refinement or revision over time. Also, having this information allows leads to be properly segmented and routed into the appropriate nurture track.

Join us on May 22nd to learn how Brainshark is using the right data to drive lead flow and nurturing for improved lead-to-revenue management.  

The session will cover:

• How Brainshark is increasing marketing effectiveness through micro-campaigns based on enriched lead information from Data.com
• Which information allows Brainshark to improve lead scoring and expedite routing to sales
• Why detailed account information is vital to aligning marketing and sales

Click the button to register.