{"id":14666,"date":"2022-11-11T21:28:14","date_gmt":"2022-11-11T21:28:14","guid":{"rendered":"https:\/\/commandcenter.netline.com\/?p=14666"},"modified":"2025-04-11T16:06:58","modified_gmt":"2025-04-11T16:06:58","slug":"why-timing-is-everything-when-it-comes-to-lead-nurturing","status":"publish","type":"post","link":"https:\/\/commandcenter.netline.com\/index.php\/2022\/11\/11\/why-timing-is-everything-when-it-comes-to-lead-nurturing\/","title":{"rendered":"Why Timing is Everything When it Comes to Lead Nurturing"},"content":{"rendered":"\n

Over the years, we\u2019ve talked at length about the best ways to follow up with leads and how to keep them engaged. <\/p>\n\n\n\n

What we haven\u2019t talked about much, however, is when<\/em> you should begin our discourse.<\/p>\n\n\n\n

Let\u2019s establish what lead nurturing is and why staggering your initial follow-up message is crucial to your success.<\/p>\n\n\n\n

What is B2B Lead Nurturing?<\/strong><\/h3>\n\n\n\n

B2B lead nurturing is the process of advancing marketing-qualified leads (MQLs) through your marketing funnel, engaging prospects with your business at multiple touchpoints before passing them to your Sales team.<\/p>\n\n\n\n

Markempa <\/a>CEO and Founder Brian Carroll summarized the purpose of B2B lead nurturing<\/a> quite well in an interview while acting as Marketing Sherpa\u2019s CEO.<\/p>\n\n\n\n

\u201cNurturing is really about addressing (and how we progress) the relationships we\u2019re adding value to with each touch,\u201d Carroll said. \u201cSo it\u2019s really this idea of progressing someone from interest to purchase consideration so when they\u2019re ready to engage our Sales team or a channel, that\u2019s what (nurturing) is trying to answer.\u201d <\/p>\n\n\n\n

How to Know When to Follow Up With Your Leads<\/strong><\/h2>\n\n\n\n

Asking for something far<\/em> too early can be a total buzzkill.<\/p>\n\n\n\n

Imagine you\u2019re meeting someone for the first time; you\u2019ve barely finished the word, \u201chello,\u201d or even dropped the handshake when suddenly this, well, stranger, says to you, \u201cHey, would you help me move?\u201d<\/p>\n\n\n\n

\u201cWhat?<\/em>\u201d you think to yourself. Did this guy just seriously ask me to help him\u2026move<\/em>? <\/p>\n\n\n\n

Take a guess what your answer would be. Take a guess as to how quickly you\u2019d be looking for an out in that interaction. \u201cNo, thanks, pal. Best of luck to you\u201d would be the nice way of putting it.<\/p>\n\n\n\n

This happens every day online; a user requests a piece of content only to be hounded by a company rep asking if we\u2019d like to see a demo of their product. For the overwhelming majority of us, that answer is going to be a resounding no. And it\u2019s not because we\u2019re uninterested\u2014it\u2019s because we don\u2019t yet know if we\u2019re interested.<\/p>\n\n\n\n

How the Consumption Gap Informs B2B Lead Nurturing<\/strong><\/h3>\n\n\n\n

To know if something is a fit for you, you\u2019d like to spend a bit more time about it, right? Whenever Sales reps reach out immediately upon requesting a piece of content, not only do you run the risk of annoying your prospect, you run the risk of referencing something they know very little about. <\/p>\n\n\n\n

Research from FocusVision<\/a> states that consumers consume up to 13 pieces of content<\/a> before coming to a purchase decision. <\/strong><\/p>\n\n\n\n

This is an aggregate number across a wide selection of industries. While each sales cycle will differ, our first-party consumption data revealed how much content an average user within a given industry requests over a 6-month period. Regardless of much content is requested, each subsequent registration requires more time to digest.\u00a0<\/p>\n\n\n\n

Requests by Industry Over a 6-Month Period<\/strong><\/h3>\n\n\n\n
Industry<\/strong><\/td>6 Weeks<\/strong><\/td>3 Months<\/strong><\/td>6 Months<\/strong><\/td><\/tr>
Government<\/strong><\/td>2<\/td>2.4<\/td>4<\/td><\/tr>
Agriculture<\/strong><\/td>2<\/td>2<\/td>4.1<\/td><\/tr>
Education<\/strong><\/td>2.2<\/td>2.5<\/td>3.4<\/td><\/tr>
Service Industry<\/strong><\/td>1.8<\/td>2.9<\/td>3.3<\/td><\/tr>
Computers and Technology<\/strong><\/td>2.1<\/td>2.3<\/td>3.1<\/td><\/tr>
Construction<\/strong><\/td>1.7<\/td>2.6<\/td>3.3<\/td><\/tr>
Utility\/Energy<\/strong><\/td>1.9<\/td>2.2<\/td>3.2<\/td><\/tr>
Non-Profit\/Organizations<\/strong><\/td>2.8<\/td>2.5<\/td>3.5<\/td><\/tr>
Corporate Services<\/strong><\/td>1.9<\/td>2.2<\/td>2.9<\/td><\/tr>
Aerospace\/Aviation<\/strong><\/td>1.6<\/td>2.6<\/td>3.4<\/td><\/tr>
Telecommunications<\/strong><\/td>1.7<\/td>2.2<\/td>3<\/td><\/tr>
Automotive<\/strong><\/td>1.7<\/td>2<\/td>2.6<\/td><\/tr>
Transportation and Logistics<\/strong><\/td>2.4<\/td>2.1<\/td>2.5<\/td><\/tr>
Media<\/strong><\/td>1.5<\/td>2.1<\/td>2.9<\/td><\/tr>
Manufacturing<\/strong><\/td>5.4<\/td>2.6<\/td>2.9<\/td><\/tr>
Real Estate<\/strong><\/td>1.6<\/td>2.2<\/td>2.9<\/td><\/tr>
Advertising\/Marketing<\/strong><\/td>2.2<\/td>2.3<\/td>2.8<\/td><\/tr>
Travel\/Hospitality\/Entertainment<\/strong><\/td>2<\/td>2.3<\/td>3.1<\/td><\/tr>
Retail and Consumer Goods<\/strong><\/td>2.3<\/td>2.1<\/td>2.7<\/td><\/tr>
Legal<\/strong><\/td>1.5<\/td>2.5<\/td>2.5<\/td><\/tr>
Healthcare\/Medical<\/strong><\/td>1.7<\/td>2.5<\/td>3.3<\/td><\/tr>
Insurance<\/strong><\/td>1.6<\/td>1.8<\/td>2.5<\/td><\/tr>
Finance<\/strong><\/td>1.7<\/td>1.7<\/td>2.3<\/td><\/tr>
Biotech and Pharmaceuticals<\/strong><\/td>1.6<\/td>1.8<\/td>2.7<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

In each of our annual consumption reports, we\u2019ve shared a stat unique to NetLine called The Consumption Gap. <\/p>\n\n\n\n

The Consumption Gap<\/strong><\/h3>\n\n\n\n

The Consumption Gap measures the time between when content is requested and the moment it\u2019s opened for consumption. In 2021, this figure was the largest it had ever been, ballooning 12% YOY from 29.7 hours to 33.3 hours\u2014a 3.6-hour increase.<\/p>\n\n\n\n

So what does the Consumption Gap mean for the Sales process? For starters, it means you need to be patient, especially at the beginning. <\/p>\n\n\n\n

Since 2018, B2B professionals have tacked on 6.2 additional hours to their overall consumption time, meaning they\u2019re in absolutely no hurry to read, listen, or watch whatever content they\u2019ve just requested. <\/p>\n\n\n\n

What\u2019s the point, you ask?<\/strong>While requesting gated content is a positive signal, it should not be read as a green light for you to immediately reach out.<\/a>CLICK TO TWEET<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

The 48-Hour Rule<\/strong><\/h3>\n\n\n\n

While the Consumption Gap sat at 33.3 hours in 2021, this is merely the average amount of time it took for professionals to consume their content. 35% of the Job Levels that we track to produce our Consumption Gap statistics have consumption measures exceeding the average, including the C-Level.  Even Senior VPs, who were the most eager Job Level in 2021, weren\u2019t downloading their requested content until nearly a full day later (21.4 hours). <\/p>\n\n\n\n

THE 48-HOUR RULE<\/p>\n\n\n\n

Consumption Gap by Job Level<\/h1>\n\n\n\n
Name<\/th>Hours<\/th><\/tr>
Senior VP<\/td>21.4<\/td><\/tr>
VP<\/td>28.0<\/td><\/tr>
Individual Contributor<\/td>28.7<\/td><\/tr>
Director<\/td>30.1<\/td><\/tr>
Senior Employee<\/td>30.3<\/td><\/tr>
Executive VP<\/td>31.3<\/td><\/tr>
Senior Director<\/td>31.9<\/td><\/tr>
Senior Manager<\/td>32.7<\/td><\/tr>
Manager<\/td>33.1<\/td><\/tr>
Supervisor<\/td>34.0<\/td><\/tr>
C-Level<\/td>35.8<\/td><\/tr>
Consultant<\/td>37.6<\/td><\/tr>
Contractor<\/td>38.8<\/td><\/tr>
Owner<\/td>52.6<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Instead of jumping on them immediately, we must give users space. Our recommendation is that, before making first contact with a lead, B2B professionals should wait for roughly 48 hours.<\/strong><\/p>\n\n\n\n

This way, when you do reach out, consumption has most likely occurred. The more time you provide to your prospect, the greater your chances are to be met more warmly (and knowingly) by your lead.As new research suggests, B2B professionals should wait for roughly 48 hours before making first contact with a lead. Instead of jumping on leads immediately, we must give prospects space.<\/a>CLICK TO TWEET<\/a><\/p>\n\n\n\n

Speed Kills<\/strong><\/h4>\n\n\n\n

You\u2019ve probably seen the stats, and maybe even accepted as common knowledge now that conversion increases by 9x when responding within five minutes<\/a> of lead submission. <\/p>\n\n\n\n

This is a flawed approach. <\/strong>It is based on filtered stats pulled from survey data rather than more reliable, honest, unfiltered, first-party behavior. <\/p>\n\n\n\n

The truth is that providing space to your leads at the outset of any relationship is table stakes to modern marketers. This isn\u2019t a debate, the data proves it. <\/p>\n\n\n\n

Of course, if a user comes to your site to request a demo or directly asks to speak with a company representative we encourage you to respond immediately. In this scenario, you\u2019d better grab that phone ASAP to either tap out an email or dial their number.<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Getting your lead to move from warm lead to closed-won business, however, will require an ongoing commitment to patience. <\/p>\n\n\n\n

But patience only pays off when it\u2019s part of a larger plan. <\/p>\n\n\n\n

Committing to Lead Nurture<\/strong><\/h3>\n\n\n\n

Lead nurturing tangibly benefits the bottom line. <\/p>\n\n\n\n

According to Forrester Research, companies with superior lead nurturing strategies generate 50% more sales-ready leads at 33% lower cost. <\/strong><\/p>\n\n\n\n

Nurturing leads is essential in B2B Marketing. With so much information to parse through to find the right solution, service, and price point, it\u2019s no wonder that B2B sales cycles last anywhere from one to six months<\/a>. Combine this with the ~31% of B2B buyers who expect to make a purchase over the next 12 months and it\u2019s clear how much work it takes to convert a lead. <\/p>\n\n\n\n

Unfortunately, B2B Marketers do a lot of talking but not as much walking. <\/em><\/p>\n\n\n\n

Marketing Sherpa reports that 65% of marketers have no lead nurturing strategy<\/a>. Considering that 85% of B2B marketers<\/a> say that lead generation is their #1 goal, the majority of demand gen teams are only setting themselves up for failure by not committing to a lead nurturing strategy. <\/p>\n\n\n\n

As Brian Carroll shared, lead nurturing is about addressing the pains of a lead over and over to the point where they\u2019re progressing to the point of reaching a purchase decision. While buyers have more control than ever, B2B Marketers still have the power to guide leads through their buying journey.<\/p>\n\n\n\n

Establishing the Lead Nurture Baseline<\/strong><\/h3>\n\n\n\n

Despite the fact that B2B buyers are doing more and more research independently before ever contacting a vendor, there are still plenty of ways B2B businesses can benefit their prospects. <\/p>\n\n\n\n

Some of the simplest and most impactful ways vendors can bring value is through these three simple rules.<\/p>\n\n\n\n

1.  Know Who You\u2019re Talking To<\/strong><\/h4>\n\n\n\n

It may seem obvious but, knowing who they are (beyond their name, company, and title) is essential \u2013 regardless of how you decide to communicate with your prospects. Without knowing what they\u2019re interested in, how they found you, and the rest of their journey to you, you\u2019ll be doing far too much guessing.

Dip into your CRM and leverage each and every data point at your disposal. Analyze your database and identify audiences and current customers with common traits, such as titles, industries, content registrations, and any other common behaviors. This step will help you refine which content you might offer next or could simply frame how you\u2019ll frame your first email or phone call. Knowing who you\u2019re speaking to and what their motivations are will help you identify information that\u2019s most relevant to them and how they want to consume it.<\/p>\n\n\n\n

2.  Identify Their Pain<\/strong><\/h4>\n\n\n\n

We Marketers often think we know far more than we do. Perhaps this is due to the alluring power of CRMs and other fancy tools we have at our disposal. It\u2019s alright, we\u2019re all guilty of this practice. The best way to mitigate this, of course, is by simply asking questions you wouldn\u2019t have information about prior to nurturing your lead:<\/p>\n\n\n\n