How to Create a Winning Relationship Between Sales And Marketing To Generate And Nurture Prospects - Part 1 of 2


Having an effective lead nurturing campaign managed jointly by sales and marketing teams is crucial to a successful inbound marketing strategy. Sales and marketing teams align for improved-qualified leads and both should be working towards the same end goal. And for that reason, a strong sales-marketing relationship that pulls prospects in the same direction can improve your B2B or B2C sales and produce fantastic results for your customers too.

A great inbound sales and marketing strategy CAN

  • Increase credibility
  • Increase trust
  • Increase knowledge
  • Increase customer engagement 
  • Increase customer loyalty
  • Increase customer retention
  • Increase the chances of success from lead to deal

According to Harvard Business Review, when sales and marketing teams work together their key business metrics improve. Sales cycles are shorter. Market-entry costs decrease and the cost of sale decreases. 

What is lead nurturing?

Lead nurturing allows businesses and potential customers to develop relationships through all parts of the customer journey. This process gives the buyer information to get to know your product or service and allows the business to listen and understand the customers’ needs so they can see how they can help. It helps businesses educate, engage and get potential customers excited about the benefits of working with you.

Why should you nurture leads?

If you feed your prospects relevant and engaging information you will be supporting them with what they need as a credible solution provider. They will look to you for helpful guidance and make smart business decisions. This is what helps convert a prospect into a customer. The customer’s decision to buy your service or product will depend on how you nurture the relationship and what will stand out against the competition. 

According to statistics from Annuitas the value of lead nurturing should be taken seriously as;

  • Deals that closed on nurtured leads received a 47% higher order value than deals that closed on non-nurtured leads
  • Nurture emails have a 2x higher open rate one-off emails
  • Companies have shown to achieve an improved win rate on nurtured deals by as much as 20%

Fantastic Tips on Effective Nurturing Strategy 

Caroline Watson, Business Development Representative at Jiminny shares what she’s learned about generating and nurturing new leads through sales and marketing efforts combined here;

Where do you find your leads?

  • Third-party intent data
  • LinkedIn Sponsored Ads
  • Prospects who have downloaded resources 
  • People who shown interest in one of the company or partners’ sales coaching courses

How do you manage your leads?

“I put leads into a priority order on HubSpot depending on how engaged they were on the above. This determines which leads I should focus on first.

For example, if they clicked on a link within one of the website pages this shows they’re interested in learning more. Or if they spent time looking through our website, blog, or commenting on our social media pages, they also showed signs of interest.

We then add sequences with various templates into HubSpot to reach out to various prospects.

Messaging can go out in the following order and be drafted on the following templates. But all messages are personalized with lots of research done about the personal and company in advance to make it relevant!”

Sample Templates:

Target 8-12 messages, sent out every 2-3 days within a 2-3 week period

Action 1: Reach out with a short LI connection request

Action 2: Send a video message in an email to the prospect

Action 3: Send an email message to see if they got your video and follow-up

Action 4: Make a cold-call 

Action 5: Send another LI message with altered text

Action 6: Send an email with a memorable image or subject line

Action 7: Make a call

Action 8: Send an email with a relevant case study 

Action 9: Send a different LI message

Action 10: Make a call

“If no response is made on any of the above 10 messages the lead can go into a nurture bucket and may be contacted again at a later date in the year when perhaps a new employee has started the company, or evidence shows the company is expanding, etc.

If there is a response during any of the above actions, then the schedule goes on hold and is dealt with accordingly. Here are some examples;”

  • The prospect replies to an email and says;

“Please contact me again in 3-months when we will be revising our suppliers.”

You will make sure this is added to your notes and stored in the CRM- and you have marked the call back in 3-month’s time.

  • The prospect connects to your LI request;

You will follow up with them on LI and/or email saying thank you for connecting and give them the next stage of information...

“Whilst all this is going on I know my colleague Jack and his marketing team are reaching out with targeted content through multiple channels like Twitter, LinkedIn, or elsewhere too.”

Ultimately, for the BDR to be functioning in their job, a consistent stream of leads is key. Using intent data, the sales team can personalize their approach to build a better connection with the prospect. 

In Part 2 next week, we’ll look at how marketing teams can use lead nurture campaigns to generate MQLs and SQLs to be used within sales. 

Read more about how customer intelligence software can help sales development representatives here