the nature of nuture
B2B marketing is very different from B2C marketing. In fact the line between marketing and sales becomes blurry in B2B - and the more complex the sale, the less the room for a sales and marketing divide. If sales people get touchy about their turf in these instances its probably because marketers are pretending to know more than they do about prospects. Lead nurturing is both a marketing and a sales function - and needs a collaborative approach. Jon Miller rightly likens it to dating - people buy from people and we need to develop human levels of trust and understanding if we are to enter into lasting relationships. This can be a long process - but a positive demonstration of stamina and commitment for startups.
Tony
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